You’ve seen the scene. Tom Hanks, a giant floor piano, and a floor of pure, unadulterated joy. For decades, FAO Schwarz Fifth Avenue was the undisputed capital of the toy world. It wasn't just a shop; it was a rite of passage. If you grew up visiting New York, or even just dreaming about it, that specific address at 767 Fifth Avenue—right across from the Apple Store’s glass cube—represented the pinnacle of childhood wonder.
But then, things got complicated.
Honestly, the story of the store’s journey from its iconic Fifth Avenue home to its current spot in Rockefeller Center is a bit of a rollercoaster. It’s a tale of rising Manhattan rents, corporate buyouts, and a brand that simply refused to stay dead. If you’re planning a trip today, you need to know that the "Fifth Avenue" version of the store technically doesn't exist anymore, but the magic very much does. It’s just moved a few blocks south.
The Fifth Avenue Era: What Really Happened?
Most people still associate the name with the General Motors Building at 767 Fifth Avenue. This was the flagship that defined an era. It was huge. It had the "Clock Tower" that sang the "Welcome to Our World" song on repeat. It had the massive stuffed elephants and the Red-Coated Toy Soldiers who looked like they stepped out of a Nutcracker performance.
Rent killed it.
By 2015, the annual cost to stay in that prime real estate was astronomical. Toys “R” Us, who owned the brand at the time, decided they couldn't make the math work anymore. When the doors closed on July 15, 2015, it felt like New York lost a piece of its soul. For three long years, there was no FAO Schwarz in New York City. People thought it was gone for good.
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But brands like this don't just vanish. In 2016, a company called ThreeSixty Group stepped in. They didn't just want to sell toys; they wanted to bring back the "theatre" of shopping. They knew that in the age of Amazon, you don't go to a store to buy a Lego set you can get delivered in two hours. You go for the experience.
Where is FAO Schwarz Now?
If you type FAO Schwarz Fifth Avenue into your GPS today, it might lead you to a ghost of a store or a luxury office building. To find the magic in 2026, you actually need to head to 30 Rockefeller Plaza.
The new flagship is located at 49th Street and Rockefeller Plaza. Is it the same? Not exactly. Is it still worth the trip? Absolutely. It’s about 20,000 square feet spread over two and a half levels. While it's technically smaller than the old Fifth Avenue behemoth, every inch is packed with more interactive "stuff" than the original ever had.
The location puts you right in the heart of the action. You're steps away from the Today Show studios, the Top of the Rock, and—during the winter—the most famous Christmas tree in the world.
The 2026 Experience: New Traditions
The current store has leaned hard into the "experience" model. It’s basically a mini-theme park where you happen to be able to buy things.
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- The Rocket Ship: When you walk in from the Plaza, a 27-foot-tall rocket ship greets you. It's surrounded by "worker bears" and leads you up to the second floor.
- The Big Piano: Yes, they kept it. It’s the centerpiece of the second floor. You can still dance on it, and there's almost always a line, but it’s a core NYC experience.
- The Jellycat Diner: This is a newer addition that’s been blowing up on social media. It’s styled like a classic NYC diner, but instead of burgers, you "order" plush toys that get prepared with a whole theatrical performance by "chefs."
- Customization Stations: They’ve moved way beyond just shelves of toys. There’s a Build-a-Bear workshop, a Ferrari-themed "FAO Raceway" where you can build RC cars, and an adoption center for Madame Alexander dolls.
Expert Tips for Visiting (Without the Stress)
Let’s be real: this place gets packed. Like, "can't see the floor" packed. If you go on a Saturday in December at 2 PM, you’re going to have a bad time.
If you want to actually enjoy the store, go on a Tuesday or Wednesday morning. The store usually opens at 10 AM. If you get there at 9:45, you can watch the Toy Soldiers perform the opening ceremony. It’s a small, cheesy, wonderful tradition that most tourists miss because they’re still at brunch.
Also, keep an eye on the side entrance. The main entrance on Rockefeller Plaza is where everyone clusters. There’s often an entrance on 49th Street that is slightly less chaotic.
The Cost of Magic
A common misconception is that FAO Schwarz is just for "rich kids." While they definitely sell some eye-watering items—like life-sized Steiff animals that cost more than a used Honda—there are plenty of things for under $20. The "FAO Mart" (a collaboration with Melissa & Doug) has grocery-themed toys starting at just a few dollars.
You don't actually have to buy anything to have a good time. The magicians from Marvin’s Magic will show you tricks for free. The toy demonstrators are happy to let you test out the latest gadgets. It’s one of the few places in Midtown where you can wander for an hour and not feel pressured to open your wallet.
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The Legacy of Frederick August Otto Schwarz
It’s easy to forget that this whole thing started with a German immigrant in 1862. Frederick August Otto Schwarz (hence the name) wanted to create a "Toy Bazaar." He was a pioneer of the holiday catalog and was actually the first person to bring a live Santa Claus into a store for the holidays.
The move from Fifth Avenue wasn't the first time the store changed locations. In fact, it’s moved over half a dozen times since the 1800s. It’s been in Union Square, on 23rd Street, and at various spots on Fifth Avenue. Each move was met with "it won't be the same," and each time, the store adapted to the era.
Today’s version is built for the "Instagram era," but the core DNA remains. It’s about the scale of things. It’s about the Toy Soldiers (whose uniforms were actually redesigned by Gigi Hadid a few years back). It’s about the feeling that for a few minutes, you’re not in a busy, noisy city—you’re in a place where the only thing that matters is play.
Actionable Advice for Your Visit:
- Check the Calendar: If it’s a "Tree Lighting" day or a major holiday, the area around Rockefeller Plaza is restricted. Check the Rockefeller Center official site before you trek over.
- Book the "Jellycat Diner" Early: If your kids (or you) are obsessed with Jellycat, the "diner" experience often requires a reservation or a long wait. Check their site for the latest booking link.
- Subway Strategy: Take the B, D, F, or M train to the 47-50th Street Rockefeller Center station. It’s the closest and avoids the worst of the surface-level traffic.
- The "Big" Piano Video: If you want a video of your kids on the piano, have one person stand on the mezzanine level looking down. The perspective is way better than trying to film from the floor.
Ultimately, FAO Schwarz Fifth Avenue might be a memory of the past, but the spirit of the brand at Rockefeller Plaza is the most vibrant it’s been in twenty years. It survived bankruptcy, the rise of the internet, and a global pandemic. It turns out that people still want to dance on a giant piano. Who knew?