10 Cool Things at NYC's New FAO Schwarz Store
In 2015, the beloved toy store FAO Schwarz shut its doors on Fifth Avenue in New York City, causing many tears and wistful memories for children — and adults — everywhere. The historic store had been open since 1862 and was known as one of New York's best toy stores and attractions. Then, last month, just after toy giant, Toys 'R' Us, declared bankruptcy and shut its stores nationwide, the beloved favorite reappeared, right in Rockefeller Center and just in time for the holidays.
The brand-new 20,000-square-foot flagship store is open at 30 Rockefeller Plaza and visitors and locals alike have been swarming its three floors. From life-sized plush giraffes to a color-filled hair and nail salon to the classic dance-on piano, there is so much to see and do.
Here are our 10 favorite things to check out at the new FAO Schwarz in New York City.
1. Dance-On Piano
The store wouldn't be complete without the famous dance-on piano immortalized by Tom Hanks in the movie Big. Sponsored by wooden toy specialists Hape, the new and improved piano is reflected on the ceiling above and overlooks Rockefeller Plaza and the ice rink below. Customers wait in line for a turn on the keys and professional piano dancers stop by throughout the day for impromptu performances.
2. FAO Raceway
Located on the first floor, shoppers can work alongside trained "mechanics" to build remote-control cars by picking out their own custom body style, color, wheels and designs. No two car designs are alike!
3. FAO Schwarz Baby Doll Adoption
This section of the store features a display of diverse baby dolls with "nurses" to guide children through the adoption process and teach them how to care for their dolls. Kids fill out a prospective parent adoption form and then select the doll of their choosing. The baby dolls are then taken for a "check-up" before being sent home, along with their very own FAO certificate of adoption.
4. FAO Schweetz
Near the 49th Street entrance, this candy shop operated by IT'SUGAR encompasses 2,150 square feet in candy installations and life-sized versions of classic toys serving as bulk candy containers.
Already super popular is the gigantic rainbow gummy unicorn with a lollipop horn.
5. Alex Spa
A favorite with the pre-teen set, shoppers can get primped and pampered with hair color and nail polish treatments on the spot.
6. Build-A-Bear Workshop
Kids can take part in the store's signature Build-A-Bear Workshop Make-Your-Own experience, featuring a selection of exclusive FAO Schwarz furry friends and accessories in a variety of colors and unique patterns. Guests can watch their bear get stuffed and sewn and also purchase various outfits.
7. Discovery #mindblown
An on-site STEM Professor doing interactive demos in his custom #mindblown lab complete with a giant video wall makes science fun.
8. Gigantic Optimus Prime
A fully automated talking 9-foot Optimus Prime reigns over the Transformers section (and makes for a great photo op) where Autobots and Decepticons, collectibles, scooters and apparel can be found.
9. Swarovski Everywhere
Welcoming shoppers at the 49th Street entrance is a massive Mercedes enrobed in red-and-silver Swarovski crystals (and driven by adorable teddy bears). Near the checkout are two 12-foot-tall toy soldiers covered with more than 3 million hand-applied Swarovski crystals flanking a floor-to-ceiling Swarovski crystallized curtain. Plus, there's an exclusive line of gifts and collectibles adorned with the sparkling crystals like keepsake ornaments, nutcrackers and key chains.
10. Melissa & Doug FAO Mart Grocery Store and FAO Home
Little ones will love shopping the full-service toy grocery store, where they can fill their carts with play food before heading into the home section to test out kitchen equipment, housewares and more. Best to start 'em young!
Bottom Line
While lines may be long (avoid the weekend and try the 49th Street entrance on weekday mornings and early afternoons), if you can make it inside, you and your little ones are in for a treat. One tip: Schedule a personal shopping experience to be met at the door and whisked through the store. Email PersonalShopping@FAO.com to learn more about that option. We also recommend bringing along one of these credit cards that are best for everyday spending, which you may well be doing at FAO if your kids have anything to say about it.
Looking to make a trip to FAO Schwarz part of a larger trip to NYC? Consider these family-friendly points hotels in New York City and other affordable activities for families in the city. If your visit is during the holidays, here are some of our favorite holiday activities for families in NYC.
Have you taken your children to FAO Schwarz? What was their favorite part of the experience and how long did you have to wait to get inside?
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There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
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- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.
Rewards Rate
| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 3X | Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com. |
| 2X | Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com. |
| 1X | Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases. |
Intro Offer
You may be eligible for as high as 100,000 Membership Rewards® Points after spending $6,000 in eligible purchases on your new Card in your first 6 months of Membership. Welcome offers vary and you may not be eligible for an offer.As High As 100,000 points. Find Out Your Offer.Annual Fee
$325Recommended Credit
Credit ranges are a variation of FICO® Score 8, one of many types of credit scores lenders may use when considering your credit card application.Excellent to Good
Why We Chose It
There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.