FAO Schwarz Is Back in New York City — and It's Better Than Ever
After a nearly 100-year absence from a standalone New York City presence, the legendary toy retailer FAO Schwarz is making a triumphant return to the city that made it famous. This time, however, the iconic brand isn't opening its own freestanding flagship. Instead, it has partnered with one of America's most beloved department store chains — Nordstrom — to bring its magic back to Manhattan. The move marks a significant moment not just for toy retail, but for the broader landscape of experiential shopping in the United States.
A Century in the Making: The History Behind the Return
FAO Schwarz is one of the most storied names in toy retail history. Founded in 1862 by Frederick August Otto Schwarz, the brand became synonymous with childhood wonder, luxury toys, and unforgettable in-store experiences. Its original New York City flagship on Fifth Avenue was a cultural landmark, drawing millions of visitors each year and earning a permanent spot in American pop culture — most famously through the giant floor piano scene in the 1988 Tom Hanks film Big.
However, the company struggled financially in the early 2000s and eventually shuttered its iconic Fifth Avenue location in 2015. A brief comeback followed in 2018 when FAO Schwarz reopened at 30 Rockefeller Plaza, but that location eventually closed as well. Now, the brand is taking a smarter, more sustainable approach to its New York City comeback — one rooted in strategic retail partnership rather than the overhead burden of a standalone megastore.
Why Nordstrom? The Strategy Behind the Partnership
The decision to partner with Nordstrom is a calculated and forward-thinking one. Nordstrom has long positioned itself as a premium department store that values customer experience and curated product offerings. Aligning FAO Schwarz with that brand identity makes intuitive sense — both companies share a commitment to quality, discovery, and creating memorable moments for their customers.
But this isn't just a single-store arrangement. According to reports, the new New York City location is just the beginning of a much broader collaboration. FAO Schwarz products are expected to be available in all Nordstrom stores later this year, dramatically expanding the toy brand's footprint across the country without the capital risk of opening dozens of independent retail locations.
This model — where a specialty brand embeds itself within a larger retail chain — has become increasingly popular in the post-pandemic retail environment. It allows brands to access built-in foot traffic, established customer bases, and reduced operational costs, while giving host retailers a unique draw that differentiates them from competitors and e-commerce giants like Amazon.
What Shoppers Can Expect from the FAO Schwarz Nordstrom Experience
If past FAO Schwarz reopenings are any indication, the Nordstrom location will aim to be far more than just a place to buy toys. The brand's identity has always been rooted in spectacle, interactivity, and joy. Shoppers can reasonably expect:
- A carefully curated selection of premium, exclusive, and hard-to-find toys and games that go well beyond what you'd find on the shelves of a typical toy retailer.
- Interactive in-store experiences designed to engage children and adults alike, consistent with FAO Schwarz's tradition of turning toy shopping into an event.
- Knowledgeable and enthusiastic staff — a hallmark of the FAO Schwarz experience — who are trained to bring the magic of play to life on the shop floor.
- Exclusive product collaborations and limited-edition items that make visiting the store feel like a special occasion, not just a routine errand.
The integration within Nordstrom also means that parents can shop for clothing, accessories, and more while their children experience the wonder of FAO Schwarz — a convenience factor that could prove highly appealing to busy families in New York City.
The Bigger Picture: What This Means for Toy Retail
The FAO Schwarz and Nordstrom partnership comes at a fascinating and turbulent time for the toy industry. The collapse of Toys "R" Us left a significant void in brick-and-mortar toy retail, one that online platforms, big-box stores, and specialty boutiques have all been scrambling to fill. FAO Schwarz's approach — leaning into its heritage, exclusivity, and experiential appeal — represents one compelling answer to the question of what toy retail can look like in the modern age.
Consumers today, particularly parents of young children, are showing a growing appetite for physical retail experiences that offer something screens simply cannot replicate. The tactile joy of picking up a toy, the delight of an unexpected in-store demo, the energy of a space designed entirely around imagination — these are things that no app or website can fully substitute. FAO Schwarz has always understood this, and its return to New York City signals that the brand believes the moment is right to reclaim its place at the center of that conversation.
A New Chapter for an American Icon
The reopening of FAO Schwarz in New York City inside Nordstrom is more than a retail announcement — it's a cultural moment. It speaks to the enduring power of beloved brands, the evolution of smart retail strategy, and the timeless human desire to experience joy in a shared, physical space. Whether you're a nostalgic adult who grew up dreaming of FAO Schwarz or a parent looking to create magical memories for your own children, this partnership promises to deliver something genuinely special to the heart of New York City — and soon, to Nordstrom locations across the entire country.
Keep an eye on Nordstrom stores near you later this year as the FAO Schwarz product rollout expands nationally. The future of toy retail just got a whole lot more exciting.