Photo: faoschwarz.com
The flagship FAO Schwarz toy store at Rockefeller Plaza offers two floors of toys plus hands-on in-store experiences. Kids can try toys, visit themed shops and the Jellycat Diner, and step on the famous giant floor piano.
More reviews: see “Reviews around the web” for Yelp, Facebook and other sites.
See store location & hours page
Free to enter; some experiences are reserved and paid
Pick a date to add it to your plans.
Ages 0–12.
Free to enter; some experiences are reserved and paid
See store location & hours page
30 Rockefeller Plaza, 10112, in Midtown, Manhattan.
Yes. FAO Schwarz is indoors, so it works on rainy or cold days.
Registration is handled by FAO Schwarz: faoschwarz.com.
Nintendo's two-level flagship at Rockefeller Center, where kids can try the latest Switch games and browse Mario, Zelda and Pokémon merchandise. Upstairs, a small display shows off vintage Nintendo consoles.
LEGO's Fifth Avenue flagship lets kids design their own minifigure, fill cups from the Pick & Build wall and turn a portrait into a brick mosaic. Preschoolers can join free Little Builder classes, and the store runs special events throughout the year.
A two-level doll store where kids can style their dolls, get salon services for themselves and their dolls, and eat at a café with special doll seating. It also hosts birthday parties and a doll repair 'hospital'.
A large general bookstore with a dedicated children's book section where kids can browse picture books, early readers, and toys and games. The chain hosts periodic in-store kids' storytimes and author events that are free to attend.
A two-story candy destination with a towering wall of M&M's in every color and flavor. Kids can mix custom blends and print personalized candies with messages or pictures in a couple of minutes.
Disney's Times Square flagship is packed with character toys, costumes and plush, with parade-balloon Mickey and Minnie floating overhead and Broadway-inspired decor. A fun, colorful stop for young fans.