There are toy stores, and then there's FAO Schwarz. Walking into the Rockefeller Center flagship feels like stepping back into childhood. From the iconic giant piano from the movie BIG to the live toy demonstrations and interactive experiences, every corner is designed to spark wonder, not just for kids but for adults too. Me! I love it here as I am taken right back to childhood. The staff were warm and engaging, and the store is beautifully curated with everything from timeless classics to unique collectibles. It can get VERY crowded, especially on weekends, but that's part of the energy. But that being said, if you are claustrophobic try to go at an off time. If you're interested in special experiences like the Jellycat Diner or VIP shopping, book ahead because they often fill up. This is a quintessential New York experience that's absolutely worth a visit. Go upstairs and have a kids name stamped on an official bear toy. Best gift ever. read more

The Toy store is very beautiful & huge - lots of things to see. This review is purely for the Jellycat Diner experience. We made reservations for 4:20 pm weeks in advance. They give you a strict 10 minute window to check in. We arrived and got into line at 4:24 pm. We had no idea how long it was going to take. By the time we wanted to leave, we were already committed because of how much time we already spent in the line. There was only one person 'cooking'. We finally got to the cooking part at 5:49 pm!! We were already so exhausted and waiting in this line drained us so much. It lasted less than 4 minutes and that was it. For $70+ the experience was extremely underwhelming and not at all worth it. Suggestions: You should let the people in line know an ETA on how long it will be before it is their turn. After making a reservation, waiting this long was absolutely unacceptable. There should also be more than one person 'cooking'. read more

The spouse and I would never waste time in here but we had family with little ones in tow... One little person was talking about a jelly something that's all the rage. I did see the jelly something cafe or kitchen tucked in the corner of the claustrophobic store but it either wasn't "it" or you needed a reservation according to the mother. Okay then. I moseyed around and found nothing familiar nor impressive. Yes, there is an iteration of the walkable floor piano keyboard from the movie "Big", but it's nothing like what you see in the movie. It's crammed into a space so small and hidden that you'd miss if you blinked. They also had a build-a-bear area. OVERALL: The store depicted in the movie is far more airy and whimsical than real in life. read more

What a fun toy store!! They have so many options and interactive displays. Of course we had to try the life size piano as well! The staff was very friendly and helpful. Can't wait to go back! read more

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FAO Schwarz Why did this classic toy store ever close? It is crazy busy, famous brand name, carries exclusive items like Jelly Cat, etc. Kids and adults love.this store and everything in it. This is New York and a must to visit and play read more

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This was THE ultimate toy store. My kids spent an hour just looking around and we weren't done, we just had more to do in the city. There are toy demonstrations going on all around, toys to test out, and you can play on the iconic piano. This store really has it all. We honestly could have played and hung out in there all day! The biggest drawback for me was that my kid picked out one small stuffed animal that anywhere else would have been $15 at most, it was almost $40. I nearly passed out from sticker shock. If you plan to buy anything, brace yourself, but it was still so much fun! read more

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FOA Schwarz is one of the most iconic toy stores in NYC. It's located in heart or Rockefeller Plaza, where many popular tv shows are filmed. It's walking distance from the nearest metro station, and quite easy to find. FAO Schwarz is easy to spot from a distance. Look for all of the flags in the plaza and an individual out front, dressed as a toy soldier. The beige brick exterior is similar to the other buildings, so everything seems to be uniform in Rockefeller Plaza. You'll see the large lettering and toy displays in the window, letting you know that you're in the right place. They have a lot of toys in this shop and it's well-organized, despite the claustrophobic feeling that you'll experience while in the store. Given the size of the crowds that come through here, you'll definitely need to exercise patience when moving through the store. You can take the elevator or stairs to the other levels to see what is available. The first floor has a lot of their signature toys: Penelope Pup, toy soldiers, and other plushies with their logo on them. They also have a lot of Miffy bunnies, Legos, and Sanrio items. There is a Build A Bear location within the store as well. The main attraction seems to be the Jellycat Diner experience in The Jellycat Cafe. We took part in this and found it to be a lot of fun. The piano that Tom Hanks danced across in the movie, "Big", is located on the top floor. It is much smaller in person, so you might have a visual in your mind, but you'll be a little surprised when you see it for yourself. It is supervised by security and they make sure that rules are followed. You have to remove your shows and you are not allowed to run across it. Kids don't seem to have as much fun walking across the piano. FAO Schwarz is a fun store to visit. Despite having different locations across the US, this is one of the must see places to visit in NY. I really like visiting this store, especially since they closed down the location in Los Angeles, many years ago. I highly recommend a visit to FAO Schwarz to anyone that is a kid at heart. read more

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Location: FAO Schwarz Date: April 12 th, 2026 Service: Online Order Probably in this month I ordered a lounge a in New York City mini backpack. I'm from New York and I tried to get some things that remind me of back in my hometown. This many backpack is got lots of apartments it's great for just walking around if you like at a festival or food truck or whatever. The price was reasonable the colors are vibrant. I am highly pleased with my order that I purchase via online. read more

FAO Schwarz - Loungefly bag - Toy Stores Near Me - New York, New York

We had to visit this famous toy store that home alone was "inspired" from? It was very cool seeing all the different toy sections they had. I like how everything was neat and clean. The staff was very nice and welcoming. We watched a little bit of the Jellycat Diner, but a worker told to move and can't stand there since we're on the stairs. But then when we away, others stood there and watch, no one said anything? Kinda weird. I didn't end up purchasing anything. Mostly window shop. It was fun to explore and look. If you have kids, take them here! My kids liked it. read more

I expected a little magic at FAO Schwarz. Instead, I got a debate about the alphabet. I ordered a personalized item with the letter "H." The finished product came back with an "N." When I politely pointed out the mistake and asked if it could be corrected, I was told my "H" looked like an "N." Okay, fair enough. Handwriting can be subjective. But if there was that much confusion, why not ask me before making it? What really bothered me was what happened next. The two employees started discussing me in front of me, pointing in my direction and talking back and forth about the situation instead of simply addressing me directly. I was literally standing right there. If there were questions, I was available for comment. The entire interaction felt unnecessarily dismissive and unprofessional. Mistakes happe , I get that. What I don't understand is when basic customer service seems to disappear the moment a customer asks for help. I came in expecting FAO Schwarz magic and left feeling like I had accidentally interrupted an employee group chat. For the record, I still maintain that my "H" identifies as an "H." Two girl bullies to the max, the guy kept his cool read more

FAO Schwarz - The rude cashier - Toy Stores Near Me - New York, New York

A nice toy store with lots to see. However the price is jacked up due to it's location. For example, the jellycats are at least 25% more expensive then other stores. The line going inside could be very long during peak hours and holiday season. We were lucky today that there was no line. The AC of the top floor is not strong enough. We were sweating inside. There were also many demos all around that made walking around dangerous. Beware of the surroundings. All in all a nice toy store to visit. Just check prices before you decide to buy something or not. read more

Viral tiktok place. First of all it is pretty hard to get a reservation and not worth it at all. I paid 300$ for 3 jellycats which was insane!! Almost 3 groups of people went right infront of us and even when it was our turn because they bought "fast pass " i think thats stupid for a 5 min experience. We waited 50 minutes to watch someone pretend cook a stuff animal in our faces for 10 minutes. Selection is not the best either there isn't much items to choose from. Overall do not waste your money on this. If u really want buy a 70$ jellycat and go home and put it in a pan and flip it yourself !! 0/10 read more

FAO Schwarz - jellycat menu - Toy Stores Near Me - New York, New York

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FAO Schwarz Spielwaren - This legendary toy store is an experience not only for children but also for adults. The huge selection of toys, creative displays, and interactive elements make a visit truly special. I liked how everything feels playful and imaginative. It's definitely a great place for a unique souvenir. In the evening, there was a long line just to get inside. read more

FAO Schwarz - Toy Stores Near Me - New York, New York

Highly recommend for all kids and kids at heart! The store is multiple levels of pure fun joy!! I visited for the jelly cat diner experience and it did not disappoint. I highly recommend making advanced reservations for the jelly cat diner experience as it is definitely worth it but I noticed they do take walk-ins if it is not busy. The store also has a huge selection of jelly cat merchandise, as well as cool dedicated areas for other speciality toys from dinosaurs, stuffed bunnies, trucks, Barbies, realistic looking babies and more. There's something for every child or adult at the store at a range of different price points. I loved it. The staff was very friendly and helpful. read more

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This place is just magical! Everyone was so friendly and smilin. We came just for their jellycats. 'My son is a huge fan. I couldn't get a appt for the diner but we went to see it anyways. We stopped in Wednesday around 7. The lady said she would take us as a walk in. As a jelly cat fan and if you know ... these appts are hard to get. My son had a ball at the diner ... we then walked all over the store and enjoyed the full experience! If you have a kid or just wanna be a kid all over. This is your spot read more

Located in Rockefeller Plaza this store is a 3 level retail store carrying just about any type toy a child would want. The Hot item/ toy now days is the Jelly Cat ultra soft plush animal but to be really cool you have to make a reservation and do the Jelly Cat Diner experience to get the coveted JellyCat bag. read more

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What a magical toy store. It's what I imagine Santa's factory would look like. Toys galore and fun around every corner. I loved the friendly staff and how they were engaging and helpful. This is no ordinary toy store. This place is nostalgic for adults, while also showcasing new and upcoming child fads. Absolutely loved every second of my time here. read more

FAO Schwarz - Toy Stores Near Me - New York, New York

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We love watching Home Alone, so this iconic toy store was on our agenda of places to visit. This store is HUGE and has so many different toys. It's literally a kid's dream come true. Even though we didn't buy anything, it was still fun to walk around and see everything. The displays and decorations themselves are a sight to see. I love that there was a greeter dressed like a nutcracker. She was super sweet and friendly. It definitely added to the experience. On the second floor, there is a giant floor keyboard that you can walk on to play. There are also certain areas of free play, such as a rocket center and train table. I would say that if you're just visiting New York, like us, this place is worth a visit especially if you have children. read more

FAO Schwarz has a section of the store (Jellycat Diner) where, not only can you purchase Jellycat merchandise, but they also put on a show, in order to celebrate your new ownership. However, in order to purchase Jellycats, you will need to make a reservation. Between the purchase and the show, it will cost $100+ You need to see this for yourself, because my explanation will not do it justice. Oh, and by the way....there is always a line of customers waiting to take this all in. The staff are all funny and will make your visit memorable and entertaining. FAO and Jellycat, your collaboration is a genius idea and will continually bring customers, from around the world, into your businesses. read more

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This was my first time here and I guess this iconic store somewhat recently went through a renovation. They have a decent variety of toys but they didn't have the one gift we were looking for which was Squishmallows! I did really enjoy the demonstrations and consider employment as the job entails playing all day LOL The staff were wonderful, knowledgeable and you can't help but leave with a smile on your face! Value is average but we didn't end up getting anything even with all the options were were looking for the one item they didn't have! read more

We stopped in to check out the jellycat diner. I LOVE jellycats! We didn't have a reservation but learned how to try and snag a same day via cancelation. Getting in here is probably the only thing harder than getting on my bosses calendar. If you don't have an existing reservation, you'll want to constantly refresh and check for openings that will appear if a cancelation occurs. It's all a lot for a woman with very little patience. I also don't need every jellycat in existence and the black and white cookie I wanted from them was considered a "side" and you'd need to purchase an "entree" in order to have the ability to purchase a side. The entrees are quite cute but I wasn't sure I wanted one only to get the black and white cookie. I ended up foregoing the rezzie I was able to make. I did however get the pancake bag charm keychain and the espresso bean. Two very meaningful meant for me jellycats. I also got my mom the croissant bag charm since she loves croissants. She mailed me a legit labubu a few weeks later. Yes, I'm spoiled and I like it that way. I stand ten toes that while I do like my labubu more than I thought I would, jellycats have my heart. FAO Schwarz is a no brainer if you're in the area with small children or adult children like myself who will forever honor their inner child. While I wasn't there for any other reason beside the jellycat cafe I did catch a glimpse at other areas that could be appealing to a younger age demographic than me ;) Fun stop in the city! read more

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One of the biggest (and best) toy stores in the world. Something for all ages. My young family member really want a jellycat, those high quality British import plushies. We arrived just as the doors opened at 10 am. Given NYC is expecting a blizzard, it was less crowded than usual. We took our chances on snagging a jellycat Diner Experience slot and got lucky with an 11:40 a.m. opening. Miracles DO happen. We experienced having our food made and came home with a stack of pancakes and strawberry milkshake plush. The ladies behind the diner made it fun. We'll be back for more toys another time. read more

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Always fun and full of audio and visual stimulation. Played the piano from BIG. Visited the Barbi room, and enjoyed strolling through the store. Several people asked if we needed help. There are so many selections in this store- candy m, stuffed animals, nutcrackers. read more

FAO Schwarz - Toy Stores Near Me - New York, New York

Visited FAO since it was attached to Rockefeller Center and my daughter wanted a Jelly Cat souvenir. Had to ask staff given not all the Jelly Cat stuff was in the same place. When you first enter the Jelly Cat Diner is there which is a separate experience that you pay for. You don't have to do this to purchase any of the Jelly Cats themselves. But they have the food type JC's next to the diner but if you're looking for other JC's that aren't the food ones head upstairs to the mid section and you'll find a display. Now they were out of stock for the 2 that she really wanted but I was able to get a few others. The place is HUGE and they have a great selection of toys in addition to different experiences you can choose. read more

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So much fun and a perfect stop for families sightseeing in NYC. The newish location near Rockefeller is super convenient and the store is huge with 3 split levels. There was a line outside the store, but it went quickly, and the nutcracker staff were kind and engaging with our kids. I'm glad they have the line because even with this level of crowd control, it was super packed inside the store! Many different sections and themes, with a variety of classic, new, and imaginative toys. I appreciated the demonstrations throughout the store of various toys (hover disc, remote control battle cars, magic color changing markers). The Jelly cat area was packed and if you want to purchase something there with all the fanfare, make sure you book a reservation beforehand! read more

This is more of the review for the Jelly Cat Diner experience. Personally im against stuffed animals. They end up in the landfill at one point or another but at the same time im a dad and have to keep my daughters happy. Its nearly impossible to get a reservation spot for the diner experience but somehow I snagged a time. We went a little early and waited in line. They give you a menu of the items that you can order. We ordered two waffles and an egg. There's a reason why they dont put the dollar amount on the menu. I spent over $200 on three tiny stuffed animal. Sure they do a show for the kids. Cooking up a fake waffle and putting air whip cream and the packaging it up. They do get a nice carry bad and some stickers and pins. In my eyes it was totally not worth it. But it still put a smile on the kids faces. read more

FAO Schwarz - Toy Stores Near Me - New York, New York

Be prepared to wait if you go during the Christmas season. However, whether it's Christmas or a random day in March, the staff makes you feel welcomed and special. The store is magical and all of the employees make sure to exude that magic. There's every toy imaginable there for the young and young at heart. Definitely a must visit when in NYC read more

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I came here looking for jellycats and was a little disappointed in the selection. I didn't sign up for the experience because I was told you can still purchase them separately. However, you are unable to get a lot of them without doing the whole service (even ones that aren't New York exclusives) They take a few walk-ins but I got there around 11am on a Friday and they were already full. read more

FAO Schwarz - Jellycat diner - Toy Stores Near Me - New York, New York

FAO Schwarz has really added so many more interactive experiences for children young and old like me. I still get lost and confused on the multiple floors. I'm really excited because my young friends give me energy. My friend T.J. works at the Jelly Cat Diner. No it's not a real food diner. It's one that serves up cute merchandise. Originally from London everyone that loves Jelly Cat was excited when they opened in FAO Schwarz. I'll be going back to visit my friend while he's entertaining the children. I'm recommending you go. I'm never gonna grow up!! read more

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We did the VIP experience yesterday. It exceeded my expectations! Ricky was patient and attentive during the whole process. He showed us all the squishies and Jellycats. There was a good section of both along with many other toys for all ages. Overall, I enjoyed our time and experience at FAO Schwarz! read more

Omg, my 1st time @ new location @ Rockefeller Plaza. Totally, impressed! New items added to venue. If ur in the area, it's a must see or even buy something. Or just walk around, even adults become children again here. Such a nice welcoming environment of fun. I recommend this store & location. read more

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Finally was able to step foot into this toy store because when I tried to in December, foot traffic was horrible and the line to get in was long. It was still petty busy even though it was juts a Friday afternoon in March when we stopped by. The workers all seemed friendly and had smiles on their faces. There were several employees posted throughout the store and they were all showing off cool toys available for purchase. The inside was cute and filled from top to bottom with toys. It was well organized, stocked, and I felt like it looked straight out of a movie. I bought myself an eggplant Jellycat for about $23. The Jellycat area was very packed and hard to walk by. Overall, I had fun. read more

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This is another hard place to review. It is an awesome and iconic toy store so it absolutely gets credit for that. The location is easy to get to and the employees are nice and some have that amazing uniform. My issue with this store is that it is too small and narrow for how packed it gets. Oh and they do have special items that you can only get here so that is great if you are a collector. read more

We booked a reservation for the Jellycat Diner a few weeks before our trip to NYC. Once we arrived at FAO Schwartz, we were able to skip the line and head right inside. The "cooks" at the diner put on a fabulous performance. All of the employees who worked there and checked us in were very nice and helpful. If your child loves Jellycats, this experience is a must! read more

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Ok, the line was long but went fast. Helped build the excitement. Not going to lie, was there just for jelly cats. The experience was cute, but they had areas to get jelly's. Got the 1 I was really wanting. Went back another day with my son... found more jelly's than the 1st day but not the same ones. Overall easy, fun, and I added to my collection. Fun store- easy to get in, easy to find, and easy to pay to get out. read more

FAO Schwarz - My coffee cup, with its best friend! - Toy Stores Near Me - New York, New York

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The store is a toy lover's paradise. We went here for the Jellycat Diner experience that I booked a couple ago. It was definitely not cheap, so much fun if you loved playing with your food as a child. For the Jellycat experience, I chose the Amusables pancake while my husband chose the hamburger. It came out to $70 each. The experience was super entertaining, watching them cook up the burger and pancake. I highly recommend it for everyone of all ages. I noticed that the staff was really patient with everyone. A lot of people were asking how they can book a reservation. Having to explain the reservations process to multiple people throughout the day must be tough, but they were so sweet to the customers. read more

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((4.25 stars)) revisiting childhood can be easy as heading into FAO Schwarz to do some shopping in Rockefeller Plaza. there are so many types of toys here from stuffed dolls to remote control stuff to hobby / activity items to collectible figures, unique fun merchandise for kids, all the branded toys stuff from DC / Marvel / Star Wars / Nintendo and so much more. the store is fairly large for NYC--two floors filled with items to to stimulate your imagination. there are always active demonstrations of new and old products going on if you're looking for an off-the-beaten path item for the kiddos or the kiddos-at-heart. there's so much energy going on in this store from the crowds of people to the music to toys being demonstrated..the colors you will see and feel, indeed. tbh, the crowds can be overwhelming here when navigating the store but it does ebb and flow. and no visit is complete without playing the giant floor piano from BIG. anyway, i was able to snag some unique gifts for some people here but expect to spend some time hunting around here bc there is a lot to take in and browse through. also checkout lines can be kinda crazy during peak hours. read more

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This is truly one of the most interactive and fun things I've done to date. I went there for the Jellycat diner and you have a whole menu to choose from in the experience. Although the experience a little higher on the price side it was definitely worth it for the memories and goodies. Everyone at the store is incredibly nice and always ready to preform to keep the magic going. read more

FAO Schwarz - Jellycat diner - Toy Stores Near Me - New York, New York

A vast toy store that stretches up and across. At least 3 floors of toys from all different ranges, whether its plushies, electronic toys, magic toys, musical instruments, candies, collectibles, and more. No corner is spared with the variety of toys on offer for all ages. The store is well decorated and clearly segmented off from each department with matching decor from the Jellycat experience to the Build a Bear area. There are some nice large plushie decor facing the outer windows down to the streets below. Staff here are very knowledgeable with the toys that they demo as you walk by and are helpful with any product questions you have. read more

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Coming back to FAO Schwarz as a parent was a full-circle moment for me. I remember visiting as a kid and thinking it was pure magic--and I'm so happy to say it still is. Now located right in the heart of 30 Rock, it's in a prime spot, and for me, it's personal. I actually used to work in this very building as an NBC Page! The second floor is where I'd start my studio tours, so being back here--this time with my kids in tow--was surreal. The store is packed with whimsy and wonder. My kids were wide-eyed the entire time, and even after we got home, they haven't stopped talking about it. My partner caved (of course) and promised them each a toy--even though they have more than enough already! The toys aren't exactly cheap, but they feel well-made and unique. My son had his heart set on a nearly life-sized stuffed horse (adorable, but... not exactly Amtrak-friendly). We ended up with a fun DIY rainbow sticker set that they've been loving. We spent over two hours just exploring. Between the giant piano you can dance on, the in-character toy soldiers, the toy and magic demos, and all the interactive stations, I honestly felt like a kid again. Watching the staff make everything look effortless was hilarious--I remember owning one of those indoor boomerangs years ago and never getting it to actually return! This place is more than just a toy store--it's an experience. If you're in NYC with kids (or just want to reconnect with your inner child), make time for FAO Schwarz. And yes, now I want to rewatch Big, too. read more