Our mission is to be a source of wonder and a trusted resource for each new generation, a challenging and nurturing environment for all our employees, and a relentless supporter of quality and innovation in the life of every child.

As the leading specialty toy retailer, FAO Schwarz is committed to discovering and bringing to you offerings from around the world, all with the following characteristics:
Quality
Originality
Design Integrity
Health, Safety & Environment
Fun
We seek out smaller and more specialized vendors, who provide the creativity that supports a vibrant toy market. FAO Schwarz holds regular Toy Auditions in which potential vendors have an opportunity to present their ideas directly to the FAO Schwarz Merchandising Team.
The Toy Soldier stands at the front door, ready to welcome you into our special world.
Feel free to ask him to pose for pictures: he’s certainly not camera-shy. Once inside, be sure to look for The Fairy Princess, who will enchant you with tales of her storybook castle and adventures.
Direct to Consumer
FAO Schwarz has always been a pioneer in the direct-to-consumer channel, issuing its first catalog in 1876. FAO.com launch in 1995 in the midst of the “dot com craze”. Ten years later, our website has moved beyond simply supporting online transactions, and has become a rich source of information about our company, a platform for our vendor partners to provide rich media experiences, and – through our coverage of in-store events – a way to share the wonderful experience of our stores with our online visitors. The First Floor
FAO Schwarz is a big place, with nearly 50,000 square feet of toys, and fun and games. We also have our very own Ice Cream Parlor on the first floor, where you can take a break at the “marble” counter (can you guess why we call it that?) or sit at a table and re-charge on premium ice cream or a frothy cappuccino. Have you heard of the FAO Schwarz Volcano? Be sure to ask about it. Yes, you can take items from the Ice Cream Parlor “to go” and walk around the store with them! And if you haven’t had enough treats, you can find candy galore right next to the Ice Cream Parlor.
The first floor of FAO Schwarz also has enormous, life-sized stuffed animals, realistically-rendered and lovingly-constructed. Patrick and Penelope live on the first floor, and you can find them in lots of huggable sizes. Come meet the newest additions to our plush line: Frederick, August, and Otto (what do their initials spell?). If you’re into dogs – and who isn’t – stop by the American Kennel Club shop which offers purebred dogs and puppies crafted by Steiff.
Parents can introduce new generations to their childhood favorites in the Classic Toys section. Our merchants are especially proud of the handcrafted and artisan toys, which we showcase in their own special area on the first floor. These toys are created by artists who are passionate about their craft, and it shows in the quality and creativity in each creation.
The Second Floor
At the top of the escalator on the second floor is the enormous “Dance-On Piano” which was featured in the movie “Big” with Tom Hanks. Our professional dancers do much more than play “Chopsticks” on that piano. Most of them are actually young performers direct from Broadway, who get quite a workout with the tunes they tap out. Volunteers from the audience can try putting their best foot forward to produce a tune of their own.
Also on the second floor is the Motion Simulator Ride, which provides an incredibly real virtual experience. Using state-of-the-art technology, the Motion Simulator employs sharp graphics, surround sound audio, and hydraulic movements to impart the sense of realistic motion and experience without ever leaving your seat.
Boys can make their own cars in the Hot Wheels Factory. Girls can make their own dolls at the Madame Alexander Doll Factory, or adopt a lifelike baby doll at the Lee Middleton Newborn Nursery. Visit the LEGO shop with life-size characters and environments built out of – you guessed it – LEGOs. Our second floor has a full range of artist, collectible, and play dolls, including Barbie Collector, Robert Tonner Dolls, Jason Wu, Corolle, Madame Alexander, Lee Middleton, and many more. It’s pretty much doll heaven up here on the second floor. But there’s plenty for boys as well, with Lionel trains, Carrera race sets, science and exploration, and construction. Creative kids will be thrilled by the art and crafts supplies and kits from Alex and others.
Big boys and girls can browse through the Antique Toys room, which offers museum-quality pieces for sale in a refined environment. Please don’t be shy. Talk to the associates in this area. They love their collection and are happy to share their knowledge with you. Bring the kids, and introduce them to toys from bygone eras.
The Lower Level
Downstairs, in the lower level, we have created a very special environment for mothers and children (and fathers too!). The lower level is dedicated to life stages from Baby through Toddler and Preschool, and offers special collections from Silver Cross, Maclaren, Kate Spade, Noukie’s, Neurosmith, Melissa & Doug, and Alex, just to name a few. Our book nook is also here in the lower level, and you’ll find a special selection of our favorite children’s books. We’ve organized the lower level to be child-friendly, with wide aisles to accommodate strollers, and a quiet nursing area.
A Happy Ending
Our hope – as you leave the store after having spent a long and fun-filled day with us – is that your imagination has been tickled, your mind has been opened to a world of creative possibilities, and that your heart is full of joy. Oh, and if you happen to be carrying a great big FAO Schwarz bag on your way out, that’s sure to make the Toy Soldier smile.
Free Delivery Service
Be sure to ask about our free delivery service within most of Manhattan. A nominal fee applies to some areas. Your items will be delivered by a Toy Soldier in the FAO Schwarz delivery vehicle provided by Mercedes. Talk about arriving in style!

See also related Categories: