You’ve probably seen the scene in Big. Tom Hanks and Robert Loggia dancing on that massive floor piano, playing "Heart and Soul" and "Chopsticks" while the city hums outside. For decades, that image was inseparable from FAO Schwarz 5th Avenue. It wasn’t just a store; it was a pilgrimage site. If you grew up in New York or visited during the holidays, you remember the toy soldiers at the door, the clock tower’s song, and the overwhelming scent of new plastic and expensive plush.
But if you’re planning a trip to that specific spot today, you’re going to be very disappointed.
The famous flagship at 767 Fifth Avenue—the one in the General Motors Building—is gone. It closed its doors on July 15, 2015. Honestly, the "toy store on 5th Avenue" that lives in our collective nostalgia hasn’t existed for over a decade. People still show up at the corner of 58th Street looking for the brass-buttoned soldiers, only to find the Apple Store’s glass cube or a bunch of high-end office workers.
The Rent Was Just Too High
Why did it close? Basically, the rent became astronomical. New York City real estate is a beast, and by 2015, the cost of keeping 45,000 square feet of prime 5th Avenue real estate was bleeding the company dry. At the time, Toys "R" Us owned the brand, and they were already facing their own massive financial hurdles. They decided to jump ship on the lease early to save millions.
It was a heartbreak for the city. People talked about it like a death in the family. How could a place that had been around since Frederick August Otto Schwarz opened his first "Toy Bazaar" in 1862 just vanish?
The truth is, FAO Schwarz has always been a bit of a nomad. Before it landed at the GM Building in 1986, it was across the street at 745 Fifth Avenue for fifty years. Before that? It was at 303 Fifth. Before that? Union Square. The brand has moved more times than a Manhattan socialite, but the 58th Street location felt permanent because of Hollywood.
Where is the "New" FAO Schwarz?
If you want the magic now, you have to walk about ten blocks south. In 2018, under new ownership (ThreeSixty Group), a brand new flagship opened at 30 Rockefeller Plaza.
It’s different. Sorta.
It’s smaller—about 20,000 square feet compared to the old 45,000—but it tries really hard to capture that old-school vibe. You still get the toy soldiers. They still wear those iconic red uniforms (some actually designed by Gigi Hadid back in the day). And yes, the piano is there. It’s a new version of the dance-on keyboard, but it still draws a massive line of kids and nostalgic adults trying to recreate their 80s movie dreams.
What’s actually inside the Rock Center store:
- The Jellycat Diner: This is a huge draw right now. It’s an immersive experience where you "order" plush food, and they prep it for you like a real New York diner.
- The Clock Tower: A tribute to the original, though it feels a bit more modern.
- Adoption Centers: They still do the whole "adoption" ceremony for dolls, complete with "doctors" and "nurses" who make sure the new parents are ready for the responsibility.
- Magic Shows: There are usually magicians wandering around or stationed at booths trying to sell you card tricks.
The 5th Avenue Legacy (and Why it Failed)
We have to be honest: the old FAO Schwarz 5th Avenue was a victim of its own fame. By the end, it was more of a museum than a shop. Thousands of tourists would walk through every day, play on the piano for free, take a selfie with a $20,000 life-sized Swarovski-encrusted bear, and then leave without buying a single thing.
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The new location at Rockefeller Center is built for the modern era. It’s more "interactive," which is corporate speak for "things you have to pay to do." Whether it’s the Build-A-Bear workshop inside or the customized RC car track, the store is now designed to ensure you aren't just looking—you're participating (and swiping your card).
Is it Still Worth Visiting?
If you’re looking for the exact floor plan from the 1980s, you won't find it. That era of retail is dead. But if you want the feeling of being overwhelmed by toys, the Rockefeller Center spot is still the best thing in the city. It’s crowded, it’s loud, and it’s unapologetically expensive.
Some people complain it feels like a "glorified gift shop" compared to the sprawling 5th Avenue palace. Maybe that’s true. But in a world where most kids buy their toys on an iPad, having a physical place where a toy soldier greets you by name still feels like a minor miracle.
Practical Tips for the "New" Flagship:
- Skip the Weekends: Seriously. If you go on a Saturday in December, you’ll be shoulder-to-shoulder with 5,000 other people. Go on a Tuesday morning at 10:00 AM.
- The Piano has a Queue: If you want to dance on it, you usually have to wait. It’s free, but the line moves slowly because everyone wants their video for TikTok.
- Check the Side Entrances: Sometimes the main entrance on the plaza is jammed, but there are ways in through the building that are quieter.
Actionable Next Steps
If you are planning a trip to see the "Big" piano, do not put "767 Fifth Avenue" into your GPS. You will end up at an office building. Instead, set your destination to 30 Rockefeller Plaza. If you specifically want to see the old site for nostalgia's sake, it’s right across from the Southeast entrance of Central Park, but there’s nothing "toy-like" left to see there. For the real experience, head to Rock Center, grab a reservation for the Jellycat Diner if you have kids, and give yourself at least an hour to just wander the three levels of the current store.