FAO Schwarz Is Back in New York City — and It's Better Than Ever
Few names in retail carry the kind of nostalgic weight that FAO Schwarz does. The legendary toy brand, which has delighted generations of children and adults alike since its founding in 1862, is making a triumphant return to New York City. For the first time in nearly a century, FAO Schwarz has opened a second New York location — and in a move that signals a bold new chapter for the brand, it has done so inside one of America's most iconic department stores: Nordstrom.
This is more than just a store opening. It's a statement about where experiential retail is heading, how beloved legacy brands can reinvent themselves, and why the physical shopping experience still matters deeply to today's consumers.
A Century in the Making: FAO Schwarz's History in New York
To understand why this opening is so significant, it helps to look back at FAO Schwarz's rich history in New York. The brand became synonymous with the city's cultural identity thanks in large part to its legendary flagship store on Fifth Avenue, which became a tourist destination as much as a toy shop. From the giant floor piano immortalized in the 1988 film Big to the elaborate window displays and costumed toy soldiers greeting guests at the door, FAO Schwarz offered something no online retailer ever could: pure, immersive wonder.
When the Fifth Avenue flagship closed in 2015 due to rising real estate costs, it felt like the end of an era. The brand did eventually reopen a location at 30 Rockefeller Plaza in 2018, but a second full New York presence had remained absent — until now. With this new Nordstrom location, FAO Schwarz is reclaiming its place in the fabric of New York City retail for the first time in roughly 100 years.
Why Nordstrom? The Strategy Behind the Partnership
The decision to open inside Nordstrom is a strategic one that benefits both brands enormously. Nordstrom has long positioned itself as a premium department store that prioritizes the in-store experience, investing heavily in customer service and curated product assortments. Partnering with FAO Schwarz gives Nordstrom a powerful draw — a brand with unmatched recognition among families, tourists, and gift shoppers of all ages.
For FAO Schwarz, the partnership offers something equally valuable: distribution scale and a built-in audience. According to the announcement, this New York opening is just the beginning of a broader partnership that will see FAO Schwarz products carried in all Nordstrom stores later this year. That kind of national reach would have been difficult for FAO Schwarz to achieve through standalone retail locations alone, making this collaboration a smart play for long-term growth.
The pairing also makes intuitive sense from a demographic standpoint. Nordstrom shoppers tend to be quality-conscious consumers who are willing to spend on premium experiences and products — precisely the audience that FAO Schwarz has always served. Bringing the toy brand into that environment creates a natural fit rather than a forced retail marriage.
What Shoppers Can Expect at the New FAO Schwarz Nordstrom Location
While the new store may not replicate the full grandeur of the old Fifth Avenue flagship, the FAO Schwarz experience has always been about more than square footage. The brand has consistently delivered on interactive play, exclusive product offerings, and a sense of theatrical retail that encourages shoppers to linger, engage, and create memories.
Visitors to the Nordstrom location can expect the hallmarks that have made FAO Schwarz a beloved institution:
- Exclusive and premium toys not typically found in mass-market retailers, ranging from stuffed animals and educational games to high-end collectibles and STEM kits.
- Interactive in-store experiences that invite hands-on play and discovery, making the space feel like a destination rather than just a point of purchase.
- The iconic FAO Schwarz branding and atmosphere, including the signature aesthetic and product curation that sets the brand apart from competitors like Toys"R"Us or Target's toy aisles.
- Gift-ready selections that cater to Nordstrom's core shopper base, including luxury toy options perfect for birthdays, holidays, and special occasions.
The Bigger Picture: What This Means for Experiential Retail
The FAO Schwarz and Nordstrom partnership arrives at an interesting moment for brick-and-mortar retail. Following years of industry hand-wringing about the so-called "retail apocalypse," physical stores have been finding new life by leaning into what e-commerce simply cannot offer: genuine, sensory, human experience.
FAO Schwarz has always understood this instinctively. The brand's entire identity is built around the idea that shopping for toys should feel magical — that it should be an event, not a transaction. Embedding that ethos inside Nordstrom's ecosystem amplifies it further, wrapping the toy brand's playful energy in the department store's reputation for elevated service.
For other retailers watching this partnership unfold, there are lessons worth absorbing. Co-branding and in-store shop-in-shop models are proving to be a viable path for heritage brands seeking to regain relevance without bearing the full cost burden of standalone flagship operations. FAO Schwarz's approach offers a blueprint for how legacy retail brands can modernize thoughtfully.
A New Chapter for an American Icon
FAO Schwarz's return to New York City — its second home in nearly a century — is the kind of story that reminds us why some brands endure. By choosing an innovative, partnership-driven strategy rather than attempting to replicate the past, FAO Schwarz is writing a new chapter that honors its storied history while embracing the realities of modern retail.
Whether you're a lifelong fan of the brand, a parent looking to give your child an unforgettable shopping experience, or simply a New Yorker curious about what's new in the city's retail landscape, the FAO Schwarz location at Nordstrom is well worth a visit. The magic is back — and this time, it has a much bigger stage.