FAO Schwarz

The Basics

FAO Schwarz has long been a favorite among NYC locals and visitors alike, not only due to its fine selection of high quality toys from around the world, but also because of the whimsical in-store experience. Here, customize dolls and plush toys, wonder at the singing moon face that graces the mechanical clock tower, or hop out a melody out on a massive floor keyboard.

The store’s popularity means that it can get crowded quickly, leading to long waits at some of its most prominent attractions, including the celebrated Grand Piano. If you want to make the most of your time and get familiar with the store, a good option is to book a tour that includes Grand Piano access before the store opens for the day.

Things to Know Before You Go

• While FAO Schwarz is designed with kids in mind, it’s also a must-visit for movie buffs—don’t miss the massive floor piano that's been immortalized on the silver screen.

• The Rockefeller Center building is fully accessible to wheelchairs and strollers, with elevators going to every floor.

• You can avoid crowds by booking an early-access tour, which will also entitle you to discounts on merchandise.

How to Get There

The flagship store is located at 30 Rockefeller Plaza around the corner from where the Rockefeller Center Christmas Tree is erected every year, and about a 7-minute walk from Times Square. The entrance to the store is less than a minute away from the 47th–50th Streets–Rockefeller Center Subway Station, while getting to Grand Central Station takes around 10 minutes on foot.

When to Get There

FAO Schwarz is arguably at its most enchanting during the holiday season, when festive decorations and special displays add tons of extra charm. Unsurprisingly, this is also the busiest time to visit. If you’d rather not risk being shoulder to shoulder with other shoppers, consider booking an early-access tour of the store, which will allow you to get some shopping in before the store opens to the general public.

Special Experiences

You can take your FAO Schwarz experience to the next level by visiting one of the store’s interactive experiences. There's a Baby Doll Adoption Agency, where kids can "adopt" a baby doll of their own, complete with an adoption certificate. Or, enjoy a DIY experience such as a build-your-own raceway station and an Elmo Monster Factory. There's also a style-your-own Barbie area, where kids can choose from a range of Barbie dolls and accessories.

Ways to explore

Some visitors plan a quick 30 minutes to browse FAO Schwarz, but you can also book a tour to get familiar with the store’s history and top attractions; to skip the crowds, book an early-access tour that includes access to the Grand Piano before the store opens for the day. A personal shopping experience and a 2.5-hour-long dinner with the store’s toy soldiers are also available.

Another option is to choose a Midtown Manhattan tour that includes FAO Schwarz. Visitors can choose between tours focused on classic New York films and walking tours of Rockefeller Center or Fifth Avenue.

Accessibility

FAO Schwarz is fully accessible to wheelchairs and strollers, with elevators going to every floor. However, crowds can make moving around a challenge at times.

Age limits

None

What to pack

Camera, credit card (cashless store)

What to wear

Comfortable shoes, layers of breathable clothing

Not allowed

Outside food and drink, weapons

Amenities

Restrooms with baby changing facilities, private nursing area, lost and found

Address

The flagship FAO Schwarz store is located at 30 Rockefeller Plaza, around the corner from where the Rockefeller Center Christmas Tree is erected every year. This is an extremely busy area of Midtown Manhattan, and travel on foot or by subway is recommended over driving.

Driving

FAO Schwarz is in an area of Midtown known for expensive parking garages and gridlock traffic. If you still want to drive, nearby parking garages include Rockefeller Center Parking on West 48th Street and Edison ParkFast on West 44th Street.

Public transportation

If you’re taking the subway, the store is a very short walk from the 47–50th Streets–Rockefeller Center station. For those arriving at Grand Central Terminal, FAO Schwarz can be reached in about 10 minutes on foot.

Best times to visit

Choose to arrive first thing in the morning or even book a tour in the pre-opening hours for the most peaceful experience.

Best days to visit

During the holiday season, FAO Schwarz is busy all week long, with weekdays slightly less busy than weekends.

Best months to visit

Visit in late November, December, and January to see the holiday decorations. Those looking to skip the crowds may prefer to visit at other times of the year.

Special events

FAO Schwarz offers a range of unique experiences or events from dinner with a toy soldier to private shopping excursions. There’s also a beauty counter with a custom makeup kit experience, a build-your-own handbag experience, a Build-A-Bear workshop, and a custom jewelry experience.