New York City’s Iconic Toy Store to Return


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Three years after FAO Schwarz closed its iconic toy store on Fifth Avenue, the retailer is set to return to New York City and will open in time for the busy holiday shopping season.

According to the Associated Press, FAO Schwarz will open on Friday in Manhattan’s Rockefeller Center, about 10 blocks from its previous home. Also returning are the toy store’s entrance clock tower and the 20-foot-long giant piano keyboard made famous by Tom Hanks in the film Big.


“We’re all about experiences,” FAO’s chief merchandising officer David Niggli told the AP. “We have beautiful artisan pieces here, like rocking horses, but we also have items that are $10. There’s always going to be some of those over-the-top items. I think that’s what you come to FAO to see. It’s part of the magic.”

The company also plan to open pop-up FAO shops over the holidays in England, Spain and Australia.


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