The most magical toy store in New York City has reopened its doors, just in time for locals and travellers to indulge in some holiday shopping.
An FAO Schwarz employee directs customers outside the new FAO Schwartz store in Rockefeller Center. Image by DON EMMERT/AFP/Getty Images
The legendary FAO Schwarz was founded by Frederick August Otto Schwarz in 1862, but closed its doors at its Fifth Avenue flagship store back in 2015, citing rising rents.
The store had long been famous in the city for its amazing displays and toys, as well making multiple appearances in popular films. It was home to the walking piano that featured in the Tom Hank’s film Big, and also became synonymous with Christmas for many people, as the interior was used for filming in Home Alone 2: Lost in New York as Duncan’s Toy Chest.
Brand representatives attend as FAO Schwarz opens its flagship store at 30 Rockfeller Plaza. Image by Cindy Ord/Getty Images for FAO Schwarz
Now, just in time for holiday shopping, the store is back in a new location at 30 Rockefeller Plaza, though it is smaller than the original. But, the location is perfect for travellers on holiday in New York, as Rockefeller Plaza is already a must-see destination for visitors at Christmas time, as it is home to the iconic Rockefeller Center Christmas Tree and skating rink.
A view of products on display as FAO Schwarz opens its flagship store at 30 Rockefeller Plaza. Image by Cindy Ord/Getty Images for FAO Schwarz
Once again, the store aims to be about more than just buying new toys – it’s a whole experience for shoppers.
Gigi Hadid in the new FAO Schwarz. Image by Rony Alwin
The the new location includes some of the more famous elements from its previous location, like the giant dance-on piano that will now be reflected on the ceiling above. There will also be piano dancers performing shows throughout the year, and teaching visitors how to dance and play songs. One of the newest attractions is a 27-foot tall rocket ship that is filled with teddy-bear astronauts.
Find out more about FAO Schwarz here.
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