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  • The New FAO Schwarz Flagship Is A Holiday Must

    The new FAO Schwarz flagship is over 20,000 square feet of signature toys, interactive experiences, specialized shops and non-stop fun!

    By Jana Beauchamp

    the new fao schwartz at 30 rock in new york city

    Step into the magical world of toys at the new FAO Schwarz. The beloved toy store’s new flagship is over 20,000 square feet of signature toys, interactive experiences, specialized shops and non-stop fun! You’ll be greeted by a smiling toy soldier (outfitted in uniforms designed by supermodel Gigi Hadid) and welcomed to the world of wonderment and toys.

    FAO Schwarz is one of the oldest, most historic, and iconic toy brands in the world. Founded in 1862, Frederick August Otto Schwarz opened FAO Schwarz, a marvelous bountiful emporium full of extraordinary, one-of-a-kind toys from all over the world. As one of the oldest and most iconic toy brands in the world, FAO Schwarz has always been synonymous with quality and innovation, and offering cherished memories for generations of adults and children alike. The fondness associated with FAO Schwarz is wrapped up in the theatre of it all. It’s more than just toys. It’s the deep nostalgia for play that came to life and was so often larger than it. A visit to FAO Schwarz meant much more than a trip to a toy store and it will again.

    As a parent and fan of the original FAO, it is a nostalgic trip down memory lane coupled with marvelous modern makeovers. There are signature experiences, loved brands, and memorable moments every few steps you take, resulting in ooohs and ahhhs at every turn.

    Our personal shopper Daniel O was the host with the most and gave us the inside scoop on the new FAO.  He let us get cozy in a custom designed chair made of teddy bears; took us to adopt a baby doll at the FAO Schwarz Baby Doll Adoption Experience; work alongside trained mechanics at FAO Raceway to build remote-control cars; eat giant Swedish fish and other larger than life candies at FAO Schweetz, and ride a rocking horse created by the royal family’s designer. And that was just the beginning.

    There are endless interactive stations with your favorite brands (like Build-a-Bear, Discovery #mindblown, and Barbie), oversized stuffed animals (including the FAO exclusives and original teddy bear maker Steiff), and lots and lots of the best toys ever. All along the way my little ladies saved the day at the PAW Patrol Lookout, got Alex Spa tattoos, rode the BRIO train, and played with gigantic transformers and unicorns. It was off the charts!

    Our super shopper Daniel clued us in that there is the most buzz around the return of the iconic FAO Toy Soldier, FAO Clock and Big Piano!  Now you can even take home the designer toy soldier outfit and smaller scale dance-on piano from the signature toy line. There’s also a new FAO icon on the block, a Build-a-Bear rocket ship that blasts off.  It’s truly out of this world!

    The clear highlight was a turn on the famous FAO Schwarz dance-on piano sponsored by Hape. The new Piano is reflected on the ceiling above and has rainbow colored keys that illuminate as you step on and dance. While making their piano debut, guests can overlook the ice-skating rink below at Rockefeller Plaza. Piano dancers, performing grand shows throughout the year, are experts at teaching visitors of all ages and skill levels how to dance and play songs.

    The new FAO Schwarz isn’t just a toy store but an enchanted journey filled with pure joy and endless fun into the world of toys!

    For more info, please visit

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