FAO Schwarz Toy Store is back in New York City


News published on Wednesday, December 5, 2018


An iconic toy store is set to open again in New York City after closing in 2015 on Fifth Avenue. FAO Schwarz, who were previously owned by Toys R Us, is back in all it's theatrical glory at 30 Rockefeller Plaza in Manhattan.

Under new management the business has plans to expand it's presence around the world, and the CEO, David Conn, wants to make the space experiential and draw in the crowds. With it's giant piano keyboard from the film "Big" which will feature on both the floor and the ceiling, and it's iconic collection of toys, fun themes and activities, it is sure to be a big attraction.

Originally known as the "Schwarz Toy Bazaar, the store first opened in Baltimore then moved to New York City. The business was subsequently purchased by a number of different buyers and was finally bought out by Toys R Us in 2009.

Barbies and Bears

Just in time for Christmas the New York City toy store will prove to be a magnet for customers of all ages in the 20,000 square foot space, and attractions will include a racetrack for children to play with cars, whole walls full of Barbie dolls and a chance to Build-a-Bear at a specially appointed workstation. Other fun activities will include a magician teaching tricks and a candy shop.

Creating a Memorable Experience

The new owners are confident that there is a vacuum in the toy market after the closure of Toys R Us, and they mean to use this to make a name for themselves and keep customers coming back for more. Their key strategy is to get consumers away from purely online buying and to physically come out to the store for an experience that is unforgettable.

A Mixture of Old and New

FAO Schwarz are aware of the fond memories older generations will have of visiting toy stores in their youth, and they want to cater for this and also draw in a whole new audience of children to delight in the toys and experiences they will offer. For that reason, customers will be able to find top new items such as Hatchanimals sitting alongside age-old favourites such as Steiff teddies that will be remembered by parents and grandparents. Whatever the age of their customer, FAO Schwarz promise to offer a magical and memorable experience in their New York store this Christmas.

News written by the team of Stores-Locator.com Stores-Locator.com

News in the same category

"Everything Christmas" pop-up store opens in New Jersey

News published on 11/28/2018

"Everything Christmas" pop-up store opens in New Jersey

On Tuesday 20 November 2018, the New Jersey branch of Everything Christmas opened its doors to the public.

Rick and Morty’s pop-up shop is coming to Alabama

News published on 10/26/2018

Rick and Morty’s pop-up shop is coming to Alabama

The Rickmobile will be making its way into Alabama as part of its 'Don't even Trip' tour.

Repetto: A touch of French ballet in Manhattan

News published on 08/24/2015

Repetto: A touch of French ballet in Manhattan

Manhattan's French shopping area is to welcome a new brand soon: Repetto's first American store will open this Autumn, bringing a little swing in its baggage.

Whole Foods Market wants to triple its locations in the US

News published on 08/10/2015

Whole Foods Market wants to triple its locations in the US

In addition to the recent news of their soon-to-be-launched 365 by Whole Foods Market chain, the healthy food supermarket just announced their long-term goal: 1,200 Whole Foods Market locations in the US.

FAO Schwarz Toy Store is back in New York City