30 Rockefeller Plaza

Frederick August Otto Schwarz is behind the creation of the FAO Schwarz stores, initially founded in 1862 under the name “Schwarz Toy Bazaar”. Although the first store opened in Baltimore, by 1870 it had settled in the great city of New York.

Since its beginning, the business has specialized in the sale of toys and games. The retail chain gained an extra boost of popularity following the 1988 release of the film Big, which featured Tom Hanks, a young man playing a giant carpet piano in the store. Even today, the piano attracts young people at heart.

The Rockefeller branch is not the store’s first location in the city. The chain has experienced some financial difficulties over time despite agreements with various companies including Toys “R” Us Inc. It is now ThreeSixty Group that manages the stores, but the Schwartz family, descendants of the founder, are still linked to the chain including the brand image.

I was lucky enough to visit the Fifth Avenue branch before the corporate turmoil. I think the magic of visiting the FAO Schwartz at Rockefeller Center was less amazing.  Maybe it’s the age (my age!!) . The staff is pleasant and giant stuffed animals always have pride of place, but it seems to lack the authenticity of yesteryear.

The store is amazing and I gladly showed my kids. I liked the timeline on the history of toys.

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