FAO Schwarz at Rockefeller Center Has Reopened

New York City's beloved toy store is welcoming customers to its Rockefeller Center flagship once again.

By Megan Vasquez August 3, 2020

New York City’s most beloved toy store, FAO Schwarz, has finally reopened to customers after being closed for months due to COVID-19. The store is implementing extra safety precautions to keep its customers safe including mandatory face masks, sanitation stations, social distancing enforcement in entrances, exits, and throughout the store, and reduced hours and capacity. The stores new hours are 12-6pm Wednesday-Sunday.

Children and families will feel instantly welcome as soon as they enter the store’s grand doors, finding everything from board games and animals to dolls and STEM products. Many of the store's classic experiences and demonstrations are still available. Here are some of our favorites:

Explore STEM Concepts and Experiments

Note: Image was taken pre-COVID-19.

Visit the Discovery Station to watch science experiments and observe chemical reaction-based experiments. Children can line up and watch a miniature volcano erupt while the scientist explains the entire process! The Discovery Lab demonstrates all the science kits sold at FAO Schwarz, so customers can see exactly what each science kit does. There are different STEM kits for kids to learn about rocks, build rockets, look at interesting slides under a microscope, and more!

Visit and Take Home a Transformer

Image credit: Richard Cadan

The Transformers section of FAO Schwarz has a giant, interactive Optimus Prime, perfect for an Instagrammable moment before your little ones take home their new toy.

Build Your Best Friend

Note: Image was taken pre-COVID-19.

FAO Schwarz features its very own Build-a-Bear Workshop for creative young toy makers. Choose who you want your new furry friend to be and then head to the stuffing station. Once your new lovie is built, you can choose clothing, accessories, and furniture at the dressing station! These customizable stuffed animals are a fun experience for any child or a thoughtful gift for a friend.

Recreate the Piano Scene from Big

Note: Image was taken pre-COVID-19.

The beloved giant piano that was in the original location of FAO Schwarz (the one Tom Hanks danced on in Big) made the move to 30 Rock and can be danced on by children and families! Take your shoes off and get in a musical mood. The keys don’t only light up on the floor; they also light up on the ceiling above! This way, onlookers standing in the plaza can look up to see people dancing while the keys light up.

Keep Your Eyes Peeled for the Sizeable Centerpieces

The attention to detail in this store is super fun! You’ll find a rocket ship at the top of one staircase, where children and families can step inside and have an out-of-this-world experience. The buttons inside light up and make various otherworldly sound effects. The other staircase in the store features a clock tower, with a winking face and a view of the interior spinning gadgets and widgets of a real tower. Both pieces make for a cool Instagrammable moment

FAO Schwarz also has different sections dedicated to different favorite toys such as Barbie, Transformers, and stuffed animals. You can even buy toy soldier outfits to match your friends outside! The energy in this iconic toy store is perfect for the holiday season and to load up on both timeless and unique items. We’re happy to have it back in NYC!