The iconic toy store F.A.O. Schwarz, founded in 1862, is back in New York City! In 2015, parent company Toys “R” Us closed the F.A.O Schwarz flagship store at Fifth Avenue and 58th Street inside the General Motors building. The store, with its floor piano, was the site of the famous scene the 1988 film Big starring a young Tom Hanks, and was in that location for 29 years years. Today, F.AO. Schwarz reopened at 30 Rockefeller Center under new ownership by the ThreeSixty Group and the spirit of the historic company appeared to be alive and well on opening day during our visit. Lines stretched down the block but employees dressed as toy soldiers, along with other staff at the front door, livened up the mood. Inside, children were busy checking out the wonderland.
An F.A.O. Schwarz greeter manning the line
The line
The line moved quickly and the store was busy but not over packed:
Inside the store, the highlights were all there, the big floor piano:
An over-the-top item: a $25,000 Swarovski jewel-encrusted car:
Oversized objects, like the big teddy bear:
Huge 3D Lego puzzles:
Transformers statue:
Miniature objects:
Interactive stands, like one for magic:
The Build-a-Bear Workshop:
Discovery stand for science:
A spaceship pod:
