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This is the quintessential old school toy store from the many movies, including Big (Tom Hanks). The interior now is filled with vendors from more popular brands via social media and less about classical toys; I guess it's about what sells to the tourists. The value proposition is obviously low after the advent of the internet but kudos for these guys for keeping it going. It's one of the few stores that still has employees and door men playing and displaying toys. And no, the piano doesn't work and is off limits currently.
When we booked our nyc trip, we were hoping to get an appointment to check out the jelly cat diner. When it's about time for me to make appt, I noticed they closed that experience temporarily (sad and disappointed!) we still came to check out this toy store anyway. They down sized the jelly cat collection. Most of the items were Halloween items and some very basic ones. And the other toys were just ok nothing too special but it will be a good place to check out if you have kids especially when mama is doing some shopping, the dad can spend time with the kids here. Win win situation!
What a magical toy store! I had never been inside before, but decided to check it out. I am a huge Jellycat fan, so always have dreamed of coming when they have their diner. They didn't have it this time, but it was still fun to explore. I love how the people who work here are what make it so magical. Each person is assigned to play with a toy which makes it like its own stage production. Do know it gets really packed here and there are a lot of bottleneck traffic moments to be had. Our group still had a good time exploring and loved the magic. Things seemed normally priced for a famous toy store. We had fun.
FAO Schwarz at Rockefeller Center is packed with toys, stuffed animals, candy (and people!!). Staff is friendly & engaging with customers. Thankfully, the check out line moves efficiently too. Personally, I'm glad my kiddo is too old to ask for the Jellycat Diner experience, but not so lucky that she still wants to buy those tiny, overpriced stuffed toys. The sole purpose of our visit was to scope out the Jellycat selection. If you're not familiar, they are are super-soft, whimsical plush toys that have become a huge collectible craze thanks to social media and limited releases. Think plush versions of things like croissants, pickles, sushi, fruits, vegetables, s'mores, coffee cups, and other everyday objects, often with cute little faces and personalities. They're admittedly cute, but definitely overpriced IMO. Bottom line, you're paying for the brand and the hype. Naturally, my kid still wants them all. Aside from the Jellycat Diner (which requires reservations), there are other areas throughout the store with a wide assortment of Jellycats (or TIP: stop by the MOMA store around the corner. They also have Jellycats, just a smaller selection but less crowds!) No surprise, FAO can get crowded, and the prices are definitely NYC-level, but if there's a kiddo in tow, it's a memorable stop or, for grown-ups who still love toys, a nostalgic one. My big kid still has a soft spot for this store. Maybe we all do? Easy to reach via subway: the B/D/F/M trains stop at 47-50 St-Rockefeller Center, just a short walk away.
This store evokes cherished childhood memories. Simply walking through its various levels and seeing the excitement and smiles on children's faces was a wonderful experience. It captured the spark of imagination unique to childhood--a quality I deeply miss. While I still retain a playful spirit, it is not quite the same as before. With its excellent selection of toys and friendly staff, this remains a truly happy place.
FAO Schwarz Why did this classic toy store ever close? It is crazy busy, famous brand name, carries exclusive items like Jelly Cat, etc. Kids and adults love.this store and everything in it. This is New York and a must to visit and play
FOA Schwarz is one of the most iconic toy stores in NYC. It's located in heart or Rockefeller Plaza, where many popular tv shows are filmed. It's walking distance from the nearest metro station, and quite easy to find. FAO Schwarz is easy to spot from a distance. Look for all of the flags in the plaza and an individual out front, dressed as a toy soldier. The beige brick exterior is similar to the other buildings, so everything seems to be uniform in Rockefeller Plaza. You'll see the large lettering and toy displays in the window, letting you know that you're in the right place. They have a lot of toys in this shop and it's well-organized, despite the claustrophobic feeling that you'll experience while in the store. Given the size of the crowds that come through here, you'll definitely need to exercise patience when moving through the store. You can take the elevator or stairs to the other levels to see what is available. The first floor has a lot of their signature toys: Penelope Pup, toy soldiers, and other plushies with their logo on them. They also have a lot of Miffy bunnies, Legos, and Sanrio items. There is a Build A Bear location within the store as well. The main attraction seems to be the Jellycat Diner experience in The Jellycat Cafe. We took part in this and found it to be a lot of fun. The piano that Tom Hanks danced across in the movie, "Big", is located on the top floor. It is much smaller in person, so you might have a visual in your mind, but you'll be a little surprised when you see it for yourself. It is supervised by security and they make sure that rules are followed. You have to remove your shows and you are not allowed to run across it. Kids don't seem to have as much fun walking across the piano. FAO Schwarz is a fun store to visit. Despite having different locations across the US, this is one of the must see places to visit in NY. I really like visiting this store, especially since they closed down the location in Los Angeles, many years ago. I highly recommend a visit to FAO Schwarz to anyone that is a kid at heart.
What a fun toy store!! They have so many options and interactive displays. Of course we had to try the life size piano as well! The staff was very friendly and helpful. Can't wait to go back!
Location: FAO Schwarz Date: April 12 th, 2026 Service: Online Order Probably in this month I ordered a lounge a in New York City mini backpack. I'm from New York and I tried to get some things that remind me of back in my hometown. This many backpack is got lots of apartments it's great for just walking around if you like at a festival or food truck or whatever. The price was reasonable the colors are vibrant. I am highly pleased with my order that I purchase via online.
This was THE ultimate toy store. My kids spent an hour just looking around and we weren't done, we just had more to do in the city. There are toy demonstrations going on all around, toys to test out, and you can play on the iconic piano. This store really has it all. We honestly could have played and hung out in there all day! The biggest drawback for me was that my kid picked out one small stuffed animal that anywhere else would have been $15 at most, it was almost $40. I nearly passed out from sticker shock. If you plan to buy anything, brace yourself, but it was still so much fun!
I expected a little magic at FAO Schwarz. Instead, I got a debate about the alphabet. I ordered a personalized item with the letter "H." The finished product came back with an "N." When I politely pointed out the mistake and asked if it could be corrected, I was told my "H" looked like an "N." Okay, fair enough. Handwriting can be subjective. But if there was that much confusion, why not ask me before making it? What really bothered me was what happened next. The two employees started discussing me in front of me, pointing in my direction and talking back and forth about the situation instead of simply addressing me directly. I was literally standing right there. If there were questions, I was available for comment. The entire interaction felt unnecessarily dismissive and unprofessional. Mistakes happe , I get that. What I don't understand is when basic customer service seems to disappear the moment a customer asks for help. I came in expecting FAO Schwarz magic and left feeling like I had accidentally interrupted an employee group chat. For the record, I still maintain that my "H" identifies as an "H." Two girl bullies to the max, the guy kept his cool
What a magical toy store. It's what I imagine Santa's factory would look like. Toys galore and fun around every corner. I loved the friendly staff and how they were engaging and helpful. This is no ordinary toy store. This place is nostalgic for adults, while also showcasing new and upcoming child fads. Absolutely loved every second of my time here.
FAO Schwarz has a section of the store (Jellycat Diner) where, not only can you purchase Jellycat merchandise, but they also put on a show, in order to celebrate your new ownership. However, in order to purchase Jellycats, you will need to make a reservation. Between the purchase and the show, it will cost $100+ You need to see this for yourself, because my explanation will not do it justice. Oh, and by the way....there is always a line of customers waiting to take this all in. The staff are all funny and will make your visit memorable and entertaining. FAO and Jellycat, your collaboration is a genius idea and will continually bring customers, from around the world, into your businesses.
FAO Schwartz is a magical place for kids - especially during the holidays - but during weekends, it is an absolute zoo. If you'd like to avoid massive crowds, go on a weekday. They have a nice Jellycat selection. We came for the new Jellycat Diner experience. The employee who was in charge of our experience was phenomenal - hilarious and animated, he seemed like he was having more fun than the kids! Perfect for the job haha. Book your reservation the day the slots open because they fill up fast. The reservation itself is free but we paid about $81 each for our burger plushies (comes with a pin, stickers, and a reusable tote). It is sorta silly to have paid so much for fake food that we had to "prepare" ourselves that we can't even eat but we'd been talking about it for so long, it was time to just go. It was still a fun experience even as adults, just seems a little overpriced. read more
25 days ago
My very first time in NYC, and I wanted to live my NYC childhood fantasy by visiting this place. I grew up on movies like " Big", and "home alone 2" (which I know was only based on fao s). So I had to check it out! You are greeted by a live toy soldier, which elevates the experience. You can find every kind of toy here. Not only a fan for children, but adults like myself, come here and relive their giant piano dream. My favorites are the jelly cat, NYC collectibles, and just window shopping. Great place to check out at the Rockefeller Center. read more
This is the quintessential old school toy store from the many movies, including Big (Tom Hanks). The interior now is filled with vendors from more popular brands via social media and less about classical toys; I guess it's about what sells to the tourists. The value proposition is obviously low after the advent of the internet but kudos for these guys for keeping it going. It's one of the few stores that still has employees and door men playing and displaying toys. And no, the piano doesn't work and is off limits currently. read more
When we booked our nyc trip, we were hoping to get an appointment to check out the jelly cat diner. When it's about time for me to make appt, I noticed they closed that experience temporarily (sad and disappointed!) we still came to check out this toy store anyway. They down sized the jelly cat collection. Most of the items were Halloween items and some very basic ones. And the other toys were just ok nothing too special but it will be a good place to check out if you have kids especially when mama is doing some shopping, the dad can spend time with the kids here. Win win situation! read more
What a magical toy store! I had never been inside before, but decided to check it out. I am a huge Jellycat fan, so always have dreamed of coming when they have their diner. They didn't have it this time, but it was still fun to explore. I love how the people who work here are what make it so magical. Each person is assigned to play with a toy which makes it like its own stage production. Do know it gets really packed here and there are a lot of bottleneck traffic moments to be had. Our group still had a good time exploring and loved the magic. Things seemed normally priced for a famous toy store. We had fun. read more
FAO Schwarz at Rockefeller Center is packed with toys, stuffed animals, candy (and people!!). Staff is friendly & engaging with customers. Thankfully, the check out line moves efficiently too. Personally, I'm glad my kiddo is too old to ask for the Jellycat Diner experience, but not so lucky that she still wants to buy those tiny, overpriced stuffed toys. The sole purpose of our visit was to scope out the Jellycat selection. If you're not familiar, they are are super-soft, whimsical plush toys that have become a huge collectible craze thanks to social media and limited releases. Think plush versions of things like croissants, pickles, sushi, fruits, vegetables, s'mores, coffee cups, and other everyday objects, often with cute little faces and personalities. They're admittedly cute, but definitely overpriced IMO. Bottom line, you're paying for the brand and the hype. Naturally, my kid still wants them all. Aside from the Jellycat Diner (which requires reservations), there are other areas throughout the store with a wide assortment of Jellycats (or TIP: stop by the MOMA store around the corner. They also have Jellycats, just a smaller selection but less crowds!) No surprise, FAO can get crowded, and the prices are definitely NYC-level, but if there's a kiddo in tow, it's a memorable stop or, for grown-ups who still love toys, a nostalgic one. My big kid still has a soft spot for this store. Maybe we all do? Easy to reach via subway: the B/D/F/M trains stop at 47-50 St-Rockefeller Center, just a short walk away. read more
13 days ago
This store evokes cherished childhood memories. Simply walking through its various levels and seeing the excitement and smiles on children's faces was a wonderful experience. It captured the spark of imagination unique to childhood--a quality I deeply miss. While I still retain a playful spirit, it is not quite the same as before. With its excellent selection of toys and friendly staff, this remains a truly happy place. read more
FAO Schwarz Why did this classic toy store ever close? It is crazy busy, famous brand name, carries exclusive items like Jelly Cat, etc. Kids and adults love.this store and everything in it. This is New York and a must to visit and play read more
6 months ago
FOA Schwarz is one of the most iconic toy stores in NYC. It's located in heart or Rockefeller Plaza, where many popular tv shows are filmed. It's walking distance from the nearest metro station, and quite easy to find. FAO Schwarz is easy to spot from a distance. Look for all of the flags in the plaza and an individual out front, dressed as a toy soldier. The beige brick exterior is similar to the other buildings, so everything seems to be uniform in Rockefeller Plaza. You'll see the large lettering and toy displays in the window, letting you know that you're in the right place. They have a lot of toys in this shop and it's well-organized, despite the claustrophobic feeling that you'll experience while in the store. Given the size of the crowds that come through here, you'll definitely need to exercise patience when moving through the store. You can take the elevator or stairs to the other levels to see what is available. The first floor has a lot of their signature toys: Penelope Pup, toy soldiers, and other plushies with their logo on them. They also have a lot of Miffy bunnies, Legos, and Sanrio items. There is a Build A Bear location within the store as well. The main attraction seems to be the Jellycat Diner experience in The Jellycat Cafe. We took part in this and found it to be a lot of fun. The piano that Tom Hanks danced across in the movie, "Big", is located on the top floor. It is much smaller in person, so you might have a visual in your mind, but you'll be a little surprised when you see it for yourself. It is supervised by security and they make sure that rules are followed. You have to remove your shows and you are not allowed to run across it. Kids don't seem to have as much fun walking across the piano. FAO Schwarz is a fun store to visit. Despite having different locations across the US, this is one of the must see places to visit in NY. I really like visiting this store, especially since they closed down the location in Los Angeles, many years ago. I highly recommend a visit to FAO Schwarz to anyone that is a kid at heart. read more
Location: FAO Schwarz Date: April 12 th, 2026 Service: Online Order Probably in this month I ordered a lounge a in New York City mini backpack. I'm from New York and I tried to get some things that remind me of back in my hometown. This many backpack is got lots of apartments it's great for just walking around if you like at a festival or food truck or whatever. The price was reasonable the colors are vibrant. I am highly pleased with my order that I purchase via online. read more
2 months ago
This was THE ultimate toy store. My kids spent an hour just looking around and we weren't done, we just had more to do in the city. There are toy demonstrations going on all around, toys to test out, and you can play on the iconic piano. This store really has it all. We honestly could have played and hung out in there all day! The biggest drawback for me was that my kid picked out one small stuffed animal that anywhere else would have been $15 at most, it was almost $40. I nearly passed out from sticker shock. If you plan to buy anything, brace yourself, but it was still so much fun! read more
4 months ago
I expected a little magic at FAO Schwarz. Instead, I got a debate about the alphabet. I ordered a personalized item with the letter "H." The finished product came back with an "N." When I politely pointed out the mistake and asked if it could be corrected, I was told my "H" looked like an "N." Okay, fair enough. Handwriting can be subjective. But if there was that much confusion, why not ask me before making it? What really bothered me was what happened next. The two employees started discussing me in front of me, pointing in my direction and talking back and forth about the situation instead of simply addressing me directly. I was literally standing right there. If there were questions, I was available for comment. The entire interaction felt unnecessarily dismissive and unprofessional. Mistakes happe , I get that. What I don't understand is when basic customer service seems to disappear the moment a customer asks for help. I came in expecting FAO Schwarz magic and left feeling like I had accidentally interrupted an employee group chat. For the record, I still maintain that my "H" identifies as an "H." Two girl bullies to the max, the guy kept his cool read more
What a magical toy store. It's what I imagine Santa's factory would look like. Toys galore and fun around every corner. I loved the friendly staff and how they were engaging and helpful. This is no ordinary toy store. This place is nostalgic for adults, while also showcasing new and upcoming child fads. Absolutely loved every second of my time here. read more
FAO Schwarz has a section of the store (Jellycat Diner) where, not only can you purchase Jellycat merchandise, but they also put on a show, in order to celebrate your new ownership. However, in order to purchase Jellycats, you will need to make a reservation. Between the purchase and the show, it will cost $100+ You need to see this for yourself, because my explanation will not do it justice. Oh, and by the way....there is always a line of customers waiting to take this all in. The staff are all funny and will make your visit memorable and entertaining. FAO and Jellycat, your collaboration is a genius idea and will continually bring customers, from around the world, into your businesses. read more
Highly recommend for all kids and kids at heart! The store is multiple levels of pure fun joy!! I visited for the jelly cat diner experience and it did not disappoint. I highly recommend making advanced reservations for the jelly cat diner experience as it is definitely worth it but I noticed they do take walk-ins if it is not busy. The store also has a huge selection of jelly cat merchandise, as well as cool dedicated areas for other speciality toys from dinosaurs, stuffed bunnies, trucks, Barbies, realistic looking babies and more. There's something for every child or adult at the store at a range of different price points. I loved it. The staff was very friendly and helpful. read more
1 year ago
We stopped in to check out the jellycat diner. I LOVE jellycats! We didn't have a reservation but learned how to try and snag a same day via cancelation. Getting in here is probably the only thing harder than getting on my bosses calendar. If you don't have an existing reservation, you'll want to constantly refresh and check for openings that will appear if a cancelation occurs. It's all a lot for a woman with very little patience. I also don't need every jellycat in existence and the black and white cookie I wanted from them was considered a "side" and you'd need to purchase an "entree" in order to have the ability to purchase a side. The entrees are quite cute but I wasn't sure I wanted one only to get the black and white cookie. I ended up foregoing the rezzie I was able to make. I did however get the pancake bag charm keychain and the espresso bean. Two very meaningful meant for me jellycats. I also got my mom the croissant bag charm since she loves croissants. She mailed me a legit labubu a few weeks later. Yes, I'm spoiled and I like it that way. I stand ten toes that while I do like my labubu more than I thought I would, jellycats have my heart. FAO Schwarz is a no brainer if you're in the area with small children or adult children like myself who will forever honor their inner child. While I wasn't there for any other reason beside the jellycat cafe I did catch a glimpse at other areas that could be appealing to a younger age demographic than me ;) Fun stop in the city! read more
5 months ago
Located in Rockefeller Plaza this store is a 3 level retail store carrying just about any type toy a child would want. The Hot item/ toy now days is the Jelly Cat ultra soft plush animal but to be really cool you have to make a reservation and do the Jelly Cat Diner experience to get the coveted JellyCat bag. read more
8 months ago
One of the biggest (and best) toy stores in the world. Something for all ages. My young family member really want a jellycat, those high quality British import plushies. We arrived just as the doors opened at 10 am. Given NYC is expecting a blizzard, it was less crowded than usual. We took our chances on snagging a jellycat Diner Experience slot and got lucky with an 11:40 a.m. opening. Miracles DO happen. We experienced having our food made and came home with a stack of pancakes and strawberry milkshake plush. The ladies behind the diner made it fun. We'll be back for more toys another time. read more
3 months ago
FAO Schwarz Spielwaren - This legendary toy store is an experience not only for children but also for adults. The huge selection of toys, creative displays, and interactive elements make a visit truly special. I liked how everything feels playful and imaginative. It's definitely a great place for a unique souvenir. In the evening, there was a long line just to get inside. read more
6 months ago
1 year ago
Visited FAO since it was attached to Rockefeller Center and my daughter wanted a Jelly Cat souvenir. Had to ask staff given not all the Jelly Cat stuff was in the same place. When you first enter the Jelly Cat Diner is there which is a separate experience that you pay for. You don't have to do this to purchase any of the Jelly Cats themselves. But they have the food type JC's next to the diner but if you're looking for other JC's that aren't the food ones head upstairs to the mid section and you'll find a display. Now they were out of stock for the 2 that she really wanted but I was able to get a few others. The place is HUGE and they have a great selection of toys in addition to different experiences you can choose. read more
Be prepared to wait if you go during the Christmas season. However, whether it's Christmas or a random day in March, the staff makes you feel welcomed and special. The store is magical and all of the employees make sure to exude that magic. There's every toy imaginable there for the young and young at heart. Definitely a must visit when in NYC read more
This is more of the review for the Jelly Cat Diner experience. Personally im against stuffed animals. They end up in the landfill at one point or another but at the same time im a dad and have to keep my daughters happy. Its nearly impossible to get a reservation spot for the diner experience but somehow I snagged a time. We went a little early and waited in line. They give you a menu of the items that you can order. We ordered two waffles and an egg. There's a reason why they dont put the dollar amount on the menu. I spent over $200 on three tiny stuffed animal. Sure they do a show for the kids. Cooking up a fake waffle and putting air whip cream and the packaging it up. They do get a nice carry bad and some stickers and pins. In my eyes it was totally not worth it. But it still put a smile on the kids faces. read more
Always fun and full of audio and visual stimulation. Played the piano from BIG. Visited the Barbi room, and enjoyed strolling through the store. Several people asked if we needed help. There are so many selections in this store- candy m, stuffed animals, nutcrackers. read more
I came here looking for jellycats and was a little disappointed in the selection. I didn't sign up for the experience because I was told you can still purchase them separately. However, you are unable to get a lot of them without doing the whole service (even ones that aren't New York exclusives) They take a few walk-ins but I got there around 11am on a Friday and they were already full. read more
1 year ago
FAO Schwarz has really added so many more interactive experiences for children young and old like me. I still get lost and confused on the multiple floors. I'm really excited because my young friends give me energy. My friend T.J. works at the Jelly Cat Diner. No it's not a real food diner. It's one that serves up cute merchandise. Originally from London everyone that loves Jelly Cat was excited when they opened in FAO Schwarz. I'll be going back to visit my friend while he's entertaining the children. I'm recommending you go. I'm never gonna grow up!! read more
1 year ago
Omg, my 1st time @ new location @ Rockefeller Plaza. Totally, impressed! New items added to venue. If ur in the area, it's a must see or even buy something. Or just walk around, even adults become children again here. Such a nice welcoming environment of fun. I recommend this store & location. read more
2 months ago
2 years ago
Finally was able to step foot into this toy store because when I tried to in December, foot traffic was horrible and the line to get in was long. It was still petty busy even though it was juts a Friday afternoon in March when we stopped by. The workers all seemed friendly and had smiles on their faces. There were several employees posted throughout the store and they were all showing off cool toys available for purchase. The inside was cute and filled from top to bottom with toys. It was well organized, stocked, and I felt like it looked straight out of a movie. I bought myself an eggplant Jellycat for about $23. The Jellycat area was very packed and hard to walk by. Overall, I had fun. read more
5 months ago
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More info about FAO Schwarz
30 Rockefeller Plz
New York, NY 10111
Midtown West
Directions
(800) 326-8638
Call Now
Visit Website
https://faoschwarz.com
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Ask the Community - FAO Schwarz
Last year the line was too long to get in . I am wondering - During Christmas week does the line usually start to form BEFORE the store actually opens?
The holidays are definitely busier. I had no line to get in the day I went. Weekdays are better.
If you purchase something in the store is it possible to come back later in the day to pick the items up? This stop was going to be at the beginning of our day and we didn't want to carry items with us all day.…
Good afternoon, Unfortunately, we do not offer an order online/Pickup in-store service. But you can…
Is there a place to leave strollers?
No- there was not a place to leave strollers, but I was able to navigate around the store with a stroller with not many issues. There is ramps and an elevator that make it easy to go around the store.
One review mentions a line to get in. Are there lines to get in?
Thanksgiving weekend there was to control the crowd flow in the store but it moved very quickly.
Review Highlights - FAO Schwarz
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