FAO SCHWARZ IS BACK!

11/25/2018 FAO Schwarz

New York’s most famous toy store has reopened just in time for the holidays! FAO Schwarz is back and the brand new store, which opened on November 13, 2018 at Rocketfeller Center in New York City features a Build-a-Bear workshop, a Transformers shop and a Melissa & Doug grocery store. The retail space is 20,000-sq.-ft. big and expands across two floors and a mezzanine level.

The familiar clock tower of FAO Schwarz, whose longtime Midtown location closed in 2015, welcomes guests at the 49th Street entrance, while a rocket ship makes its first launch, inviting those entering from the Plaza to blast off. And toy soldiers stationed outside the store, dressed in a uniform designed by model Gigi Hadid, bring an extra splash of color and pizzazz.

In a global marketing push, pop-up FAO shops are also opening for the holidays in Canada, England, Spain and Australia. A March rollout is planned for a permanent store at a mall in Beijing in addition to smaller retail locations in airports and elsewhere across the U.S. and Canada.

It's great to see that a former toy store is back and that there are plans to expand globally. FAO Schwarz's flag ship store is now located at 30 Rockefeller Center (on 49th Street at Rockefeller Plaza, between Fifth and Sixth Avenues), open Monday–Saturday 9am–8pm, Sunday 11am–8pm. Hours will be extended during the holiday season.