It's on 7 of my lists. Each entry below is what I wrote about it there, with my verdict on that list, the fullest first.
- AddressRockefeller Plaza
- From my guide, updated September 2026.
Visiting the Rockefeller Center for Christmas with kids is a blast for many reasons, chief among them are the famous toy stores concentrated in the area. My favorite children’s store in the area is FAO Schwarz, the oldest toy store in the country.
The original location closed in 2015 before reopening in a 20,000-square-foot location at Rockefeller Plaza. Thankfully, all the top attractions made the move, from the popular dance-on piano (made famous by Tom Hanks in Big) to the beautiful clock tower.
My adviceIf you’d like to go on a shopping spree while visiting Rockefeller Center at Christmas, pop into the American Girl Store and Lego Store, both make an appearance on our roundup of the best toy stores in New York City.
It’s not every day you get a chance to pick out a toy from the oldest toy store in the country. Founded in 1862, FAO Schwarz is the most famous toy store in New York City. The original location closed in 2015 before reopening in a 20,000-square-foot location at Rockefeller Plaza.
Thankfully, all the top attractions made the move, from the popular dance-on piano (made famous by Tom Hanks in Big) to the beautiful clock tower. FAO Schwarz sparks the imagination and encourages families to participate in free daily activities like book readings, magic shows and music performances.
Anyone visiting New York City during the holidays with kids should make this famous shop a priority.
In operation since 1862, FAO Schwarz is officially the oldest toy store in America (and the most famous toy store in New York City). The original location closed in 2015, but recently re-opened in a new 20,000 square foot space at Rockefeller Plaza.
Come early. Seriously. The crowds hit hard by noon.
Thankfully, all the top attractions made the move, from the popular dance-on piano (made famous by Tom Hanks in Big) to the beautiful clock tower. FAO Schwarz sparks the imagination and encourages families to participate in free daily activities like book readings, magic shows and music performances.
If you’re visiting New York City during the holidays with kids, chances are you might want to pick up a souvenir and there’s no better place than FAO Schwarz, the oldest toy store in the country (founded in 1862). This endearing toy store is a holiday rite of passage for kids in NYC.
The iconic toy store near Rockefeller Center is home to the famous floor piano (the one from Big), life-sized stuffed animals, and over-the-top holiday displays that feel like a mini theme park. We love taking our nieces here during Christmas to pick out one special toy.
The legendary toy store at Rockefeller Plaza is as magical now as it was when I was a kid. From the doorman in uniform to the floor piano from Big, FAO Schwarz is pure theatrical retail joy.
Let your child wander a bit. Let them build a custom doll, marvel at life-sized plush animals, or spend twenty minutes playing with toy trains. You might not leave empty-handed, but you’ll leave with memories, and maybe a souvenir that doesn’t light up or make noise (we can dream).
The oldest toy store in America has been delighting kids since 1862, and its latest home at Rockefeller Plaza is pure magic. From a floor piano you can dance on (made famous by the movie Big) to free in-store performances, this is more than just a shopping trip. It’s a nostalgic and playful experience that’s great for kids of all ages, and a solid spot for picking up souvenirs.
I’ve been here in every season. My favorite? Fall, when the light hits just right.