NYCs first FAO Schwarz in 100 years just opened a secret outpost
The renowned Christmas toy store where toys came to life in the Tom Hanks movie “Big” is opening a second location. For the first time in over a century, the iconic FAO Schwarz is opening a second NYC location.The retailer is setting up shop at the Nordstrom NYC Flagship on West 57th Street, making it the first time that the brand has operated two NYC stores. The digital partnership will hit Nordstrom’s website this summer, with the full in-person experience launching later this year.
Nordstrom announced its partnership with the iconic toy store last week, with the goal of bringing immersive retail experiences nationwide, including beloved hallmarks like the Toy Soldiers, Dance-on Pianos, and lifelike plush animals.Certain Nordstrom locations will also feature hands-on experiences inspired by FAO Schwarz, like designing custom handbags, customizing makeup kits, and an immersive doll experience where customers can sign the birth certificate for their baby doll. Select locations will also have a Brio train collection station for customers to make their own train tracks.FAO Schwarz first opened in 1862, when German immigrant Frederick August Otto Schwarz founded the original “Toy Bazaar” in Baltimore, Maryland.
The NYC location opened in 1870.Over the last 11 years they had an inspiring comeback story.
High-rent forced the brand to close their Fifth Avenue store doors in 2015 and New Yorkers thought the iconic store was gone for good.But they made their return in 2018, under the wing of ThreeSixty Group, who acquired the brand and reopened a flagship at 30 Rockefeller Center.
The new location is one-third the size of the 61,000 square foot original, but its success paved the way for global expansion.The new flagship location of the oldest toy store retailer in the United States lives on three levels next to the Rockefeller Center Christmas Tree.
Locations since then opened in 2019 in Chicago, Beijing, London and Dublin. FAO Schwarz has since partnere...