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FAO Schwarz
FAO Schwarz

FAO Schwarz

30 Rockefeller Plaza, New York City, NY, 10111

The Basics

FAO Schwarz has long been a favorite among NYC locals and visitors alike, not only due to its fine selection of high quality toys from around the world, but also because of the whimsical in-store experience. Here, customize dolls and plush toys, wonder at the singing moon face that graces the mechanical clock tower, or hop out a melody out on a massive floor keyboard.

The store’s popularity means that it can get crowded quickly, leading to long waits at some of its most prominent attractions, including the celebrated Grand Piano. If you want to make the most of your time and get familiar with the store, a good option is to book a tour that includes Grand Piano access before the store opens for the day.

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Things to Know Before You Go

  • While FAO Schwarz is designed with kids in mind, it’s also a must-visit for movie buffs—don’t miss the massive floor piano that's been immortalized on the silver screen.

  • The Rockefeller Center building is fully accessible to wheelchairs and strollers, with elevators going to every floor.

  • You can avoid crowds by booking an early-access tour, which will also entitle you to discounts on merchandise.

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How to Get There

The flagship store is located at 30 Rockefeller Plaza around the corner from where the Rockefeller Center Christmas Tree is erected every year, and about a 7-minute walk from Times Square. The entrance to the store is less than a minute away from the 47th–50th Streets–Rockefeller Center Subway Station, while getting to Grand Central Station takes around 10 minutes on foot.

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When to Get There

FAO Schwarz is arguably at its most enchanting during the holiday season, when festive decorations and special displays add tons of extra charm. Unsurprisingly, this is also the busiest time to visit. If you’d rather not risk being shoulder to shoulder with other shoppers, consider booking an early-access tour of the store, which will allow you to get some shopping in before the store opens to the general public.

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Special Experiences

You can take your FAO Schwarz experience to the next level by visiting one of the store’s interactive experiences. There's a Baby Doll Adoption Agency, where kids can "adopt" a baby doll of their own, complete with an adoption certificate. Or, enjoy a DIY experience such as a build-your-own raceway station and an Elmo Monster Factory. There's also a style-your-own Barbie area, where kids can choose from a range of Barbie dolls and accessories.

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