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FAO Schwarz: A Toy Store That Became a Legend

If you’re old enough to remember watching the 1988 Tom Hanks movie Big as a child, chances are that you probably always wanted to visit the legendary FAO Schwarz toy store in Manhattan. Like many things from our childhood, the famous Fifth Avenue location featured in the movie may be long gone, but a new location still offers parents a place to take their kiddos to check out the latest and greatest toys.

In the heart of Manhattan, just steps from Rockefeller Center, the modern FAO Schwarz carries forward a legacy that began more than a century and a half ago. Founded in 1862 by Frederick August Otto Schwarz in Baltimore, the business soon relocated to New York, where it grew into one of the city’s most celebrated toy emporiums. By the late 19th century, it was already renowned for elaborate holiday displays and its claim as the “Original Santa Claus Headquarters.”

Over the decades, the store shifted locations across Manhattan, most famously occupying Fifth Avenue for many years. It became synonymous with wonder, offering not just toys but immersive experiences—giant stuffed animals, rare collectibles, and interactive displays. Its cultural fame expanded dramatically after the 1988 film Big featured the iconic dance-on piano, turning the store into a global symbol of childhood imagination.

Despite its popularity, FAO Schwarz faced financial struggles in the early 2000s, filing for bankruptcy and temporarily closing its flagship store. After changing ownership several times—including a period under Toys “R” Us—the brand found new life when acquired by ThreeSixty Group. In 2018, it reopened at Rockefeller Plaza with a renewed focus on theatrical retail.

Today, the store blends history with spectacle, offering luxury toys, hands-on activities, and its famous piano, inviting visitors to get in touch with their inner child. I’m not going to lie, I’m a little sad that I never got to visit it in its Fifth Avenue incarnation, and part of me really wishes that I would have had the chance to visit it during its heyday. But the children whom the store is aimed at? They have no such nostalgic baggage, and will be thrilled to visit the charming Jellycat Diner, build their own custom stuffed animal, and check out displays featuring newer favorites like Bluey next to toys like Strawberry Shortcake that tug at their parents’ heartstrings. In the end, that’s what counts!

Matthew Christopher May 04, 2026 New York NY Fun Retail Stores Retro/Nostalgia

Location: 30 Rockefeller Plaza, New York, NY 10111

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