Inspiring Awe Since
Yearly Visitors to NY Store
A Toy Brand Unlike Any Other
Founded in 1862, F.A.O Schwarz is one of the oldest and most iconic brands in the world. Frederick August Otto Schwarz dreamed of a marvelous, bountiful emporium full of extraordinary, one-of-a-kind toys from all over the world. By 1876, F.A.O Schwarz began distributing its first catalogs, a practice that lasted through the mid-2000s. Today, F.A.O Schwarz is more than just a toy store. F.A.O is a trusted brand, offering cherished memories for generations of adults and children alike.
Who We Are Today
F.A.O Schwarz is synonymous with quality and innovation, offering one-of-a-kind toys and experiences, creating cherished memories for generations of children. Our flagship store at Rockefeller Plaza in New York City provides the ultimate shopping experience for consumers and provides a global marketing venue for our valued partners. F.A.O Schwarz also has locations in Milan, London, Beijing, and Dublin.
Over the past 160 years, our brand vision hasn’t changed. F.A.O. Schwarz continues to celebrate the wonder of childhood by delivering unique products and experiences that lead to memories of awe and discovery for all children and the child within us.
Toys for Everyone
F.A.O Schwarz creates toys for kids of all ages. We develop toys that children love and parents treasure. Whether through beautiful design, good humor, hidden surprise or a clever detail, our toys are always uniquely F.A.O. Every product we make is a privilege to create, and an opportunity to bring joyful memories that last a lifetime.