Walking into the NYC FAO Schwarz toy store is a weirdly emotional experience for anyone who grew up watching Big. You expect the magic. You want the giant floor piano. Honestly, you probably want to feel like a kid again, even if you’re just there to hide from the midtown wind for twenty minutes. But let’s be real: the version of FAO Schwarz people remember from Fifth Avenue—the one that closed in 2015—is gone. The current flagship at 30 Rockefeller Plaza is a different beast entirely. It’s smaller, sleeker, and strategically designed to handle the crushing weight of thousands of tourists every single day.
It’s iconic. It’s chaotic. It’s expensive.
If you’re planning a trip to Rockefeller Center, you’ve probably got this place on your list. But is it actually a good toy store, or is it just a massive, multi-level gift shop for the "I Love NY" crowd? Having spent way too much time navigating the aisles of New York retail, I can tell you that the answer depends entirely on whether you know how to navigate the gimmicks versus the actual gems.
The Reality of 30 Rock: A New Era for the NYC FAO Schwarz Toy Store
When the store reopened in 2018 at its new location, it had a massive legacy to live up to. The old 767 Fifth Avenue spot was 61,000 square feet of pure, unadulterated whimsy. The new one? It’s about 20,000 square feet. That’s a significant haircut. Because of that space constraint, the layout feels tighter, more vertical, and way more intense during peak holiday seasons.
Don't expect a quiet stroll.
The ground floor is basically a gauntlet of plush animals. It’s impressive, sure. You’ve got the life-sized giraffes and bears that cost more than a used Honda Civic, but most people are just there for the photo op. The real action happens upstairs. You’ll find the Big Piano—yes, it’s still there—on the second floor. It’s the centerpiece. It’s the reason people stand in line. But here’s a tip: if you want to actually play it without a thirty-minute wait, you have to get there the minute the doors open at 10:00 AM. By noon, it's a mosh pit of toddlers and influencers.
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Beyond the Piano: What’s Actually Inside?
The NYC FAO Schwarz toy store survives on "experiences." They know they can't compete with Amazon on price, so they sell the process. There’s the Build-A-Bear workshop, which is standard, but then there are the store-specific stations.
- The Baby Doll Adoption Center: This is one of those things that is either incredibly charming or slightly haunting depending on your vibe. Kids go through a "medical checkup" for their doll, sign adoption papers, and take an oath. It’s high-effort retail theater.
- The FAO Schweetz Shop: It’s a candy store. A big one. It has giant gummy bears and nostalgic sweets, but honestly, you’re paying a premium for the brand on the bag.
- The Magic Shop: Usually, there’s a demonstrator here doing card tricks or making things disappear. This is one of the few places where the "old world" toy store feel still exists. These demonstrators are often professional magicians or aspiring actors, and they’re genuinely good at engaging a crowd.
Why the Location Matters (and Why it Sucks)
Being in Rockefeller Plaza means FAO Schwarz is at the literal epicenter of Manhattan tourism. You are steps away from the Today Show studios, the Top of the Rock, and the skating rink. This is great for a "one-stop-shop" afternoon, but it means the sidewalk outside is a permanent traffic jam.
If you’re visiting in December, forget about "popping in." The line to get into the store often wraps around the block. The security guards have to pulse the crowd, letting in ten people as ten people leave. It’s a retail nightclub. If you hate crowds, this will be your personal version of hell. But if you’re there for the atmosphere—the toy soldiers in their red uniforms standing at the door, the bright lights, the sheer New York-ness of it all—it’s unbeatable.
Is it actually overpriced?
Well, yeah. It’s midtown Manhattan.
You’re going to pay MSRP or higher for almost everything. You aren't going here to find a bargain on a LEGO set that you could get at Target for 20% less. You’re paying for the gold-stamped ribbon and the "experience." That said, they do carry some high-end European brands and boutique toys that aren't as common in big-box stores. Steiff bears, Brio wooden trains, and some pretty sophisticated STEM kits are peppered throughout the shelves.
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The "Secret" Strategy for a Better Visit
Most people make the mistake of going on a Saturday afternoon. Don't do that.
The best time to visit the NYC FAO Schwarz toy store is Tuesday or Wednesday morning. The staff is fresher, the shelves are stocked, and you can actually hear the music over the din of the crowd. Also, take the stairs. The elevator is tiny and usually has a line of strollers that makes the DMV look fast.
Another thing: don't feel pressured to buy. A lot of locals actually use the store as a free museum. You can watch the magic show, watch the piano performance, and look at the massive LEGO builds without spending a dime. The staff is used to it. They know half the people in there are just taking selfies for Instagram.
Surprising Details Most People Miss
Look at the clock. The FAO Schwarz clock tower is a masterpiece of design, featuring moving parts and characters that come to life. It’s easy to walk right past it when you’re hunting for the bathroom (which, by the way, are notoriously hard to find in this part of town—the store’s restrooms are usually clean but expect a wait).
Also, check out the "Customized" sections. You can build your own RC cars or create custom monster plushies. These stations are usually less crowded than the piano and offer a more hands-on experience for kids who are tired of just looking at boxes.
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The Verdict: Iconic or Just a Tourist Trap?
It's both. It is 100% a tourist trap, but it's one of the few that actually delivers on its promise. It feels like New York. It feels like a movie set. Even the most cynical New Yorker usually has a soft spot for the toy soldiers at the entrance.
If you have kids, it’s a mandatory stop. If you’re an adult who loves toys or nostalgia, it’s a 45-minute detour that’s worth the effort. Just manage your expectations regarding the size and the noise level.
Practical Steps for Your Visit
- Check the Calendar: If there's a tree lighting or a major event at Rockefeller Center, the store will be nearly inaccessible. Check the Rockefeller Center events schedule before you commute in.
- Set a Budget Before You Enter: It is very easy to walk out having spent $200 on a stuffed animal and some sour ropes. If you're with kids, give them a "limit" before you cross the threshold of the NYC FAO Schwarz toy store.
- Use the Side Entrance: Sometimes the main entrance on the plaza is jammed, but there are smaller entrances that might have shorter security lines.
- Visit the LEGO Store Too: It’s literally right across the way. If FAO is too crowded, the LEGO store offers a similar "spectacle" vibe and is often slightly better managed in terms of crowd flow.
- Identify the "Exclusives": Look for items with the FAO Schwarz seal. These are often the only things worth the markup because you can't find them at your local mall.
The store is located at 30 Rockefeller Plaza, New York, NY 10111. It generally opens at 10:00 AM and closes at 8:00 PM or 9:00 PM depending on the day of the week. Always verify the hours on their official site before heading out, as private events sometimes shut down floors early.
Whether you're there for the nostalgia of the piano or just to see the toy soldiers, the store remains a singular piece of New York City's retail soul. It’s survived bankruptcies, closures, and a changing world by leaning into the one thing the internet can’t replicate: the feeling of being surrounded by toys that are bigger than you are.