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INSIDE: Everything you need to know about FAO Schwarz Rockefeller Center, including details of the FAO Schwarz Piano reopening! 

Did you hear the fabulous news?

FAO Schwarz Toy Store NYC has reopened a brand new FAO Schwarz toy shop in Rockefeller Center!


Read our guide to this amazing New York toy shop, and find out how to have your turn on the iconic FAO Schwarz Piano too! 

Details below. 

Disclosure: This article contains affiliate links. If you make a purchase after clicking on one of these links, we may receive a small commission at NO extra cost to you. Main image: Kiara Di Paola 

image - fao schwarz building by john hsieh

Image credit: John Hsieh

FAO Schwarz Rockefeller Plaza

When the doors to the iconic landmark 5th Avenue FAO Schwarz store in New York closed in July 2015, it was a very sad day.

High rent costs forced them out of this address after 30 years, with no chance to save it.

The closing was an absolute disappointment for fans of the movie BIG.

Why? Because the shop was home to the giant piano mat, featured in the movie. 

image - big-tom-hanks

Image credit: BIG

FAO BIG Piano!

The closure of the toy store in the movie BIG meant fans lost access to the famous GIANT SIZED FAO Schwarz Piano mat that Tom Hanks and co danced upon in the much loved film.

(Wasn’t that scene the best advertising for FAO Schwarz, bringing their New York toy store into worldwide prominence?)

Let’s face it, the FAO Schwarz piano mat was THE REASON most people visited FAO Schwarz in New York. Without it, the average Joe may not ever have known about the best toy store in New York City.

When the original store closed, and there was no more giant floor piano at FAO Schwarz, one of New York’s finest family-friendly experiences disappeared in a puff!

(The closure also disappointed the thousands of children who dreamed of roaming the giant toy shop sans parents, like Kevin in Home Alone 2)

For all those who’ve loved the original FAO Schwarz Toy Store NYC, and for those who had it on their bucket list to visit one day, you’ll be thrilled to know the biggest toy store in New York is BACK.

With a new location, and a brand new GIANT PIANO to boot.

The FAO Schwarz BIG PIANO Dance Mat is back!

RELATED: Big List of Best Things to do in NYC with Kids

image - fao schwarz clock

Image credit: FAO Schwarz store

FAO Schwarz Reopening: Say hello to the FAO Swartz Clock

It’s such a thrill to see FAO Schwarz opening again!

The first thing you see when you enter the new 20,000 square foot shop is the musical clock tower, the same one that used to feature in the FAO Schwarz logo.

image - fao schwarz big piano by FOMO feed

Image credit: Fomo Feed

FAO Schwarz Big Piano returns with a sparkle!

The FAO Schwarz floor piano has returned with a little extra pizazz!

This time, the FAO big piano is duplicated on the ceiling above the piano keyboard on the floor!

This means people standing in the Rockefeller plaza, or skating on the Rockefeller ice skating rink, can look up and watch the piano keys light up as you dance a favorite little tune!

image - fao schwarz keyboard

Buy the FAO Schwarz Piano Mat souvenir

You can still buy the signature FAO Schwarz piano mat for $80 too.

The large piano mat teaches you how to play five different songs by foot! Plus, it lets you record your own songs too.

There’s a WHOLE WALL dedicated to the Fao Schwarz floor piano.

If you want to go shopping in New York City, the FAO Schwarz keyboard makes a fabulous New York souvenir to buy for family and friends!

Hot tip: The Big Piano Experience at Pilates on Fifth!

If you really want to relive the Tom Hanks scene from BIG, book the BIG PIANO experience at Pilates on Fifth!

This is a chance to learn a popular melody or two, on a life size piano floor mat, taught by professionals who will guide you the whole way.

Take a sneak peek here.

image - fao schwarz rocket by 80s fan

Image credit: 80’s fan

Inside the new FAO Schwarz New York Toy Store

No.1: Build a Bear Workshop

Build-a-Bear workshop is in a rocket ship to the right of the Clock Tower.

Pick up a Teddy Bear astronaut, or one of the signature FAO Schwarz toy soldier bears for $45.

They are the CUTEST!

PS: Head up the stairs behind the rocket ship to find the giant floor piano, and it’s mirrored twin on the ceiling.

image - fao schwarz band

Image credit: FAO Schwarz

No.2: Toy Soldier Doormen

FAO Schwarz toy soldiers are back to welcome guests too.

Stationed outside of the shop’s 49th street entrance, the Toy Soldiers at FAO Schwarz are dressed in brand new uniforms designed by supermodel Gigi Hadid!

With their smiling faces, faux bear skin caps, red coats, and magic tricks up their sleeves, it’s like they never went away.

PS: You can buy the FAO Schwarz Magic Trick Kit or Marvin’s Magic Hat in-store, and be a magic maker too.

No.3: Baby Doll Adoption Center for FAO Schwarz Dolls

It’s impossible to buy FAO Schwarz Dolls without first being interviewed at the Baby Doll Adoption Center in store!

Their task is to make sure that kids adopting these baby dolls are fit for the task, and able to look after these baby dolls with bundles of love and care.

The ‘doctors and nurses’ there also have the task of doing a baby wellness “checkup” on the baby doll!

image - fao Schwarz hair and nail salon by sinan erel

Image credit: Sinan erel

No.4: Hair and Nail Spa Station in the F.A.O. Schwarz store in Rockefeller Center

There’s a place to sample and try fun bath, hair, nails, and skin products, as well as Alex Spa make up.

image - fao schwarz customize your racer by grace kim

Image credit: Grace Kim

No.5: Design a remote-control car at the FAO Schwarz Car Station

Similar to the experience at the original FAO Schwarz store, kids can design their own remote-control cars with “trained mechanics” to lend a hand.

image - fao schwarz fao mart by jill marinakis

Image credit: Jill Marinakis

No.6: FAO Mart with Melissa and Doug

This Pretend Play Grocery Store in the FAO Toy shop invites you to “shop” for:

  • life-size fruits and vegetables
  • scrubbing brushes
  • cereal boxes
  • juice bottles
  • cleaning spray
  • cookie bags
  • cup of soups
  • waffles
  • milk cartons
  • egg cartons, and
  • sundries for your play stand at home.

Prices for each piece start at $5 for one, 7 for $25, and 15 for $50.

image - fao schwarz melissa and doug toys

Find more boxed Melissa and Doug branded toys including the:

  • Examine and Treat Pet Vet Play set (pictured above)
  • Melissa & Doug puppet theater,
  • Let’s Play House grocery basket with play food
  • Fill & Roll Grocery Basket play set, and
  • Fresh Mart Grocery Store companion selection.

image - fao schwarz giant stuffed animals by francesca melandri

Image credit: Francesca Melandri

No.7: FAO Schwarz Giant Stuffed animals

Look out for giant stuffed animals by German toymaker, Steiff.

The giant giraffes, horses, bears, kangaroos, and gorillas occupy all the corners, steps on the staircase, the nooks and the crannies!

image - fao schwarz bumblebee by jovi salcedo

Image credit: Jovi salcedo

No.8: Transformers

Have a kid who LOVES Transformers?

Don’t miss it.

There’s a life size Optimus Prime and Bumblebee statues in store, plus aisles and aisles of toys.

image - fao schwarz discovery mindblown experiments

Image credit: FAO Schwarz

No.9: Discovery Mindblown stand

Join in the fun of watching the Science Team at FAO Schwarz explore with STEM experiments with your help.

image - fao schwartz muppets

FAO Schwarz Muppets

They are back too!

Build your own version of a Muppet here.

image - fao schwarz barbie by mamrak s

Image credit: Mamrak S

MORE Things to buy at the Biggest Toy Store In New York – Schwarz Toy Store NYC

  • Brio trains
  • Ravensgurger puzzles
  • Hasbro toys
  • Mattel toys and Barbie dolls
  • Pusheen stuffed toys
  • Paw Patrol
  • Hatchimals
  • Classic European brands including Steiff plush toys from Germany
  • Gadgets and gizmos
  • Exclusive toys that can’t be found anywhere else!
  • Discovery MindBlown STEM toys and Science kits
  • DISNEY character toys and DISNEY plush toys

image - fao schwarz discovery mindblown by kevin mz

Image credit: KevinMZ

Save your pennies up!

Be warned: there is NO way you are getting out of this shop with your wallet intact.

Be prepared for the onslaught of requests and arm-twisters from pleading children who suddenly discover that they ‘can’t live without’ a particular new toy or gadget.

image - fao schwarz castle blocks

Best FAO Schwarz Toys

Around 200 of the toys in the shop are FAO Schwarz branded originals, including the FAO Schwarz piano mat, one of the best sellers in store.

The FAO Schwarz brand of toys includes everything from solid wood castle blocks, stuffed bears, toddler toys, magic kits and  jewellery.

There’s also:

  • FAO Schwarz stuffed animals
  • FAO Schwarz LARGE stuffed animals – these ones are as a big as a 12 year old!
  • FAO Schwarz Train
  • FAO Schwarz stuffed dog toys

image - fao schwarz candy store by jill liao

Image credit: Jill Liao


FAO Schweetz is the same brightly colored cornucopia of candy and American chocolate treats found in the original New York store.


  • Gumballs
  • Chocolate rocks
  • Disney Pop up sweets
  • Harry Potter Bertie Botts beans, or
  • HP chocolate creatures
  • Reese’s Pieces
  • Skittles
  • Jelly Belly beans
  • or M&M’s.

image - fao schwarz candy shop by g aquino

Image credit: G Aquino

Pick your Mix

You can select candy by the piece from candy buckets on round tables, or from the pick and mix containers on the wall, or scoop from the spaceship, or the train.

image - fao schwarz candy robots

Image credit: Sinan erel

Candy on tap!

Pick up sherbet bottles, fun cereal boxes, and warheads candy from the ‘robots’ at the front of store.

Rainbow whirly pops, giant chocolate coins, or colored popcorn make good New York souvenirs.

image - fao schwarz christmas by g aquino

Image credit: G Aquino

FAO Schwarz Christmas Toys

Stock up big for Christmas at the best toy shop in New York.


  • Wooden heirloom nativity sets
  • Santa letter writing kits
  • Holiday cookie cutter sets
  • Santa milk and cookie set
  • FAO Schwarz Annual bears
  • Christmas tree ornaments
  • Advent calendars
  • Snow globes

image - fao schwarz jack in the box by claire kelly

Image credit: Claire Kelly

The BEST New York Souvenirs at FAO Schwarz Toy Shop

Pick up a 12 inch musical wooden nutcracker prince, or one of the FAO Swartz Jack in the Box teddies.

Our pick is a FAO Toy Soldier teddy bear, but that’s because we can’t help ourselves and love adding to Jack’s soft toys collection.

image - fao schwarz gorilla by country boy

Image credit: Country Boy

Did you know? FAQ about the FAO Schwarz Toy Store

No.1: What toy store was in the movie BIG?

Yes, it was FAO Schwartz.

No.2: What is the name of the Home Alone Toy Store?

The original FAO shop in New York located near The Plaza on Fifth Avenue and 59th Street was also featured in the film Home Alone 2, as the interior of “Duncan’s Toy Store”!

The Home Alone Toy Store is THIS famous toy store in NYC too!

image - fao schwarz puppy

No.3: Why did the FAO Schwarz close?

Rising rent costs, and slowing sales equaled disaster for the biggest toy shop in New York.

No.4: Is FAO Schwarz still in business?

Yes, when the Fifth avenue store shut, the online store portal remained open, and has stayed open for the past 3 years.

No.5: Is FAO Schwarz still open in NYC?

It wasn’t for 3 years, but now it is.


A look back at FAO Schwarz in New York 5th Avenue Store

Take a look at this very old video of ours, featuring the 5th Avenue FAO Schwartz Toy Store, and the original FAO Schwartz giant piano.

image - fao schwarz building by jose arce

Image credit: Jose Arce

THE INSIDE SCOOP: FAO Schwarz reopening

Correct at time of publication on Roam the Gnome. Please check with venue for updates. We apologise in advance if there have been any changes we are unaware of. All prices in US dollars, unless otherwise stated

FAO Schwarz in New York reopened on November 16, 2018.

FAO Schwarz NYC Address: The FAO Schwarz NYC new location in Manhattan is 30 Rockefeller Plaza, New York, NY 10111, USA
Telephone: +1 800-326-8638
FAO Schwarz NYC Hours:

  • Monday to Thursday 10am – 9pm
  • Friday 9am to 9pm
  • Saturday 10am to 9pm
  • Sunday 10am to 8pm

Entry: FREE!

image - fao schwarz steif toys by grace kim

Image credit: Grace Kim

How to get to FAO Schwarz Rockefeller Center

Here’s the directions to the FAO Shwartz toy store Rockefeller Plaza.

By Subway:

  • Take the B, D, F, or M train to the 47-50th Street Rockefeller Center stop.
  • Take the 1 train to the 50th Street stop and walk East on 50th Street to Rockefeller Center between Fifth and Sixth Avenues.
  • Take the 6 train to the 51st Street stop and walk West on 50th Street to Rockefeller Center between Fifth and Sixth Avenues.
  • Take the N, Q, or R train to the 49th Street stop and walk East on 49th Street to Rockefeller Center between Fifth and Sixth Avenues.

By Bus:
Fifth Avenue (Going south) or Madison Avenue (Going north):

  • Take the M1, M2, M3, M4 or M5 bus to 50th Street. Buses run north and south.

From Broadway:

  • Take the M7 bus. Exit at 50th Street and walk east to Rockefeller Center. Buses run north and south.

From 49th Street:

  • Take the M50 bus. Exit anywhere between Fifth Avenue and Sixth Avenue. Buses run east and west.

Click here to get directions to FAO Schwarz Rockefeller Plaza in Manhattan.

image - fao schwarz rockefeller center by stefano perlusz

Image credit: Stefano Perlusz

Toadstool Rating Guide – FAO Swartz Toy Store Manhattan

We are SO glad it has reopened, with a good scoop of the charm from the original store.

fao schwarz rockefeller center reviews

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