FAO Schwarz NYC: The Most Famous Toy Store in New York
FAO Schwarz NYC is one of the most iconic toy stores in the world. Located inside Rockefeller Center, this legendary shop has delighted families for generations. If you are planning a holiday trip, FAO Schwarz is a must-see stop during Christmas in New York. It offers giant teddy bears, the famous piano keyboard, and limited-edition collectibles that make every visit magical.
In this guide, we answer all the top questions: Is FAO Schwarz still open? Where is it in New York? Do you need reservations? You will also find updated 2025 hours, highlights inside the store, and tips to make your visit unforgettable.
Many of our guests include FAO Schwarz in their holiday itinerary because it sits right in the heart of Rockefeller Center. We cover it in our blog on the Best Things to Do at Christmas in NYC. For live updates and behind-the-scenes from the store, follow our Instagram, MyChristmasInNewYorkCity, where Marco often shares his visits with Johnny, the friendly FAO Soldier at the entrance.
Table of Contents
Is FAO Schwarz Still Open in New York?
Yes, FAO Schwarz in New York is still open in 2025. The flagship toy store reopened at Rockefeller Center in 2018 after closing its former Fifth Avenue location in 2015. Since then, it has become one of the most popular holiday attractions in Midtown Manhattan.
Visitors often ask: Did FAO Schwarz in NYC close? The answer is no. The store continues to thrive, especially during the Christmas season. Crowds of families, tourists, and collectors line up daily to experience its magic.
FAO Schwarz is not just any toy shop. It is considered the biggest toy store in New York by reputation and legacy. Its Rockefeller Center location makes it easy to combine with nearby sights like the Rockefeller Christmas Tree, St. Patrick’s Cathedral, and the Saks Fifth Avenue light show.
If you are wondering is FAO Schwarz worth visiting, the answer is yes. With interactive experiences, rare collectibles, and the famous floor piano from the movie Big, it remains one of the best places to visit in New York at Christmas.
Where Is The Toy Store in NYC Located?
FAO Schwarz NYC is located inside Rockefeller Center at 30 Rockefeller Plaza, New York, NY 10111. The entrance sits directly on Fifth Avenue, making it one of the most accessible toy stores in Manhattan.
Visitors searching where is FAO Schwarz in New York should know it is right across from St. Patrick’s Cathedral and steps away from the Rockefeller Center Christmas Tree. This central spot makes it easy to combine a stop at FAO Schwarz with nearby holiday attractions, including Saks Fifth Avenue’s Light Show and the famous Rockefeller Center Ice Skating rink.
The store is close to several subway stations. The B, D, F, and M trains stop at 47–50 Streets Rockefeller Center, just a short walk away. You can also reach the toy store easily from Times Square, Bryant Park, or Grand Central Terminal by foot.
On our Christmas Morning in Manhattan Tour with Papillon Christmas Restaurant, guests see Rockefeller Plaza, including the FAO Schwarz storefront and entrance.
Toy Store Hours and Best Time to Visit
FAO Schwarz NYC is open daily in 2025 from 10:00 AM to 8:00 PM at Rockefeller Center, 30 Rockefeller Plaza, New York, NY 10111. These hours are consistent throughout the week, including weekends, though holiday periods may occasionally extend or adjust opening times. You can always check out their official website for more information.
Because FAO Schwarz is one of the busiest attractions in Midtown during December, you should expect long lines almost every day. The best time to visit is right when the store opens at 10:00 AM. Arriving early gives you the chance to enjoy the giant piano, shop exclusive toys, and take photos before the big afternoon and evening crowds arrive.
If you cannot visit early, evenings also feel magical thanks to the Rockefeller Center Christmas Tree and nearby decorations. However, lines can be extremely long at that time. To avoid waiting outside, plan your visit during weekday mornings whenever possible.
Do You Need Reservations for FAO Schwarz NYC?
You do not need reservations to enter FAO Schwarz NYC. The Rockefeller Center store is free to visit, and you can walk in during opening hours. However, because of the store’s popularity during Christmas, you should be ready to wait in line. Long queues often form outside, especially in December afternoons and weekends. Arriving early in the morning is the best way to avoid waiting.
While general entry does not require reservations, some special experiences inside the store do. The most popular is the Jellycat Diner at FAO Schwarz, which often requires advance booking online. Spots are limited, and they sell out quickly during the holiday season.
Many visitors also ask, do you need tickets for FAO Schwarz? The answer is no. Entry is free, but exclusive activities, plush collections, and interactive sessions may have separate costs or bookings.
For most travelers, simply walking into FAO Schwarz and exploring the floors is enough. But if you want to secure a Jellycat Diner seat or join a hands-on toy workshop, booking ahead is strongly recommended.
What to See Inside FAO Schwarz NYC
FAO Schwarz NYC becomes even more magical at Christmas. Beyond the endless toys and collectibles, the store offers unique holiday experiences you cannot find anywhere else.
The Giant Piano
The world-famous piano is the store’s signature attraction. Families line up daily to dance across the keys and recreate the iconic scene from the movie Big. It feels especially festive during December when the store is decorated for the holidays.
Toy Soldier Opening Ceremony
Each morning, the FAO Schwarz Toy Soldiers welcome visitors with an official opening ceremony at Rockefeller Plaza. Watching the red-uniformed soldiers bring the store to life is one of the most enchanting ways to start a Christmas day in New York.
Jellycat Diner
During the holiday season, the Jellycat Diner is a favorite stop inside FAO Schwarz. Guests can order playful “meals” inspired by New York classics like pancakes, burgers, and milkshakes, but all in Jellycat plush form. Every reservation includes a toy, exclusive pins, stickers, and custom packaging, making it one of the most festive souvenirs to bring home. Reservations are required, and December spots sell out quickly.
These are the most seasonal highlights, but FAO Schwarz also offers many other experiences year-round. From Build-A-Bear workshops to custom jewelry stations and slime labs, the store keeps adding creative activities for kids and adults alike. See more on their official website.
Is FAO Schwarz Worth Visiting in 2025?
Yes, FAO Schwarz NYC is absolutely worth visiting in 2025, especially at Christmas. The toy store combines nostalgic charm with modern interactive experiences, making it one of the most unique attractions in New York.
Many visitors ask, is FAO Schwarz worth it compared to other toy stores? The answer is yes. It is not only the most famous toy store in New York but also one of the most festive places to visit in December. The Christmas decorations, the Toy Soldier ceremony, and the magical piano make it feel like stepping inside a holiday movie.
The store is free to enter, which adds value for families and travelers on a budget. Even if you do not plan to buy anything, walking through the aisles, taking photos, and enjoying the atmosphere is an unforgettable experience.
For collectors and children, FAO Schwarz offers exclusive toys and limited-edition items you cannot find elsewhere. Combined with its Rockefeller Center location next to the Christmas Tree, ice skating rink, and Saks Light Show, it becomes a must-see stop during any Christmas trip to New York City.
Biggest Toy Stores in New York: FAO Schwarz vs Others
FAO Schwarz is often called the biggest toy store in New York, not only for its size but for its reputation. While it is not the largest by square footage, it is the most famous and most visited toy store in the city. Its Rockefeller Center location, giant piano, Toy Soldiers, and Jellycat Diner make it the most iconic.
Other large toy stores in NYC include the LEGO Store near Rockefeller Plaza and the American Girl Place on Fifth Avenue. These are impressive, but neither has the same history or global recognition as FAO Schwarz. Times Square also features specialty shops, yet none deliver the same holiday atmosphere.
Travelers often search largest toy store in New York or biggest toy store in NYC, expecting a clear winner. FAO Schwarz remains the number one choice because of its legacy, interactive experiences, and prime Midtown location. At Christmas, it stands out even more, thanks to its decorations and proximity to the Rockefeller Center Christmas Tree.
For many families, visiting FAO Schwarz is more than shopping. It is part of the complete New York holiday experience, alongside ice skating, window displays, and Christmas lights across the city.
Conclusion: Visiting FAO Schwarz at Christmas with Us
FAO Schwarz NYC is more than a toy store, it is a Christmas tradition in New York. Every December, Marco from our Instagram MyChristmasInNewYorkCity visits the store live, sharing its festive magic and greeting Johnny, the famous FAO Soldier who welcomes guests at the entrance. His stories show why FAO Schwarz remains one of the best holiday attractions in the city.
Because the store sits inside Rockefeller Center, it is easy to include on a Christmas tour of Midtown. On the Christmas Morning in Manhattan Tour with Papillon Christmas Restaurant, you see Midtown’s best sights like Rockefeller Center, Fifth Avenue windows, and Grand Central, with fewer, shorter walks. The highlight is a reserved table and skip-the-line access at Papillon, New York’s most beautifully decorated Christmas restaurant.
Our Dyker Heights Christmas Lights Tour with DUMBO and Free Hot Chocolate at Bryant Park Winter Village is the must-do Brooklyn experience. You’ll enjoy a one-hour guided walk among the dazzling houses, plus a stop in DUMBO for skyline views before ending at Bryant Park with a free hot chocolate.
The Holiday Spirit in Manhattan Tour with 230 Fifth Rooftop Bar focuses on Downtown holiday highlights such as Hudson Yards, the Wall Street Christmas Tree, and Union Square Market, with a special rooftop experience included, no cover charge, no waiting.
Finally, our New York Movie Tour with a Christmas Twist takes you to movie-famous spots across the city, including a stop in Little Italy for Italian treats and the best year-round Christmas store. Guests can even reserve their own Home Alone II Turtle Doves, a very special holiday keepsake.
Each of our tours offers something unique, and many guests choose to do more than one.
Whether you join us or visit FAO Schwarz on your own, the store is a must-see at Christmas in New York. It blends nostalgia, fun, and festive spirit like no other toy shop in the world.
Author: Written by Dora Formica on behalf of My Christmas in New York
