More than 145 years ago, Frederick August Otto Schwarz, namesake of the world-famous retailer FAO Schwarz, and his three brothers from Westphalia, Germany founded FAO Schwarz, opening their first shop in Baltimore, Maryland. From there, each of the brothers opened a Schwarz “Toy Bazaar” -- in Philadelphia, Boston and New York. The FAO Schwarz New York location was destined to dominate the family business. Over the next hundred years, FAO Schwarz expanded its national presence and grew its international reputation through beautiful catalogs and an exciting website.

Today, FAO Schwarz has evolved from a simple toy supplier into a must-see destination, enchanting customers and creating memories that last a lifetime through its stores, catalogs and website experiences. The FAO Schwarz brand is synonymous with quality and innovation, and its assortment of extraordinary products has cultivated a loyal clientele.  

The FAO Schwarz flagship store is now located on fashionable Fifth Avenue in New York City -- this location opened in 1986. Today its home to such high end brands as Steiff, the world’s oldest and best-known European designer of life-like animals and Schleich, handpainted toys with collections including the Wild Wild West, Safari, Under the Sea, and even the Smurfs.  

The store boasts surprises around every corner. Visit the Barefoot Bookshop on the second floor where kids can listen to storytellers read their favorite books, or participate in kid-friendly yoga on soft mats. Kick off your shoes and let your inner Beethoven come alive on the Big Piano or attend their live shows with professional pianists throughout the holiday season. Check out the MAKE Craft Workshop where you can decorate your own pottery or host a birthday party. Speaking of parties, check out our F.A.O. Party Room, from birthdays to corporate events it’s the perfect space for any occasion. With a personal shopping department and real-life toy soldiers to greet you, FAO Schwarz is the perfect addition to your New York City Holiday experience.

767 Fifth Ave. (58th St.), 212-644-9400; www.fao.com