FAO Schwarz launched its first-ever Amazon storefront,
offering customers in the U.S. a new way to shop its collections and enjoy the brand experience

NEW YORK, Sept. 18, 2026 /PRNewswire/ — The FAO Schwarz legacy of wonder and awe is now available on Amazon.com, along with a collaboration this fall to celebrate the season’s top toys. FAO Schwarz, New York City’s most beloved toy destination, brings the magic of its iconic toy store to shoppers nationwide with the launch of the official FAO Schwarz store on Amazon.com. The new online destination brings the spirit of FAO Schwarz to shoppers’ fingertips, offering an extraordinary assortment of unique toys and gifts. From timeless favorites to new discoveries, the FAO Schwarz storefront on Amazon.com makes it easier than ever for families to experience the nostalgia and delight that have made FAO Schwarz a tradition for generations.

“FAO Schwarz has always been about more than shopping, it’s about creating moments of discovery and wonder,” said David Niggli, Chief Merchandising Officer at FAO Schwarz. “We’ve curated an assortment that captures that sense of surprise and delight, from whimsical plush and beloved baby dolls to musical instruments and toys that invite kids to play, create and imagine. Bringing FAO Schwarz to Amazon.com allows us to extend that magic to families everywhere, while our New York flagship continues to deliver the kind of in-person experience that has made FAO Schwarz an iconic destination for generations.”

To celebrate the new Amazon brand store and collaboration, a dedicated Amazon pop-up shop will be featured at the FAO Schwarz flagship store in Rockefeller Center. An exclusive experience to FAO Schwarz, shoppers will have the opportunity to discover some of the most sought-after toys and gifts featured on Amazon’s 2026 Top 100+ Toys List. The FAO Schwarz famous windows also received a seasonal refresh with Amazon displays, creating a holiday spectacle for New Yorkers, visitors, and families from around the world.

“FAO Schwarz has sparked joy and wonder for toy lovers around the world for more than 160 years, and we’re thrilled to bring their iconic assortment to Amazon’s stores,” said Anne Carrihill, Director of Toys and Home at Amazon. “Whether shopping for a birthday, a holiday, or just because, customers now have an even more convenient way to discover this heritage brand.”

From its renowned Rockefeller Center flagship to its new home on Amazon.com, FAO Schwarz continues to bring its signature sense of wonder to families wherever they shop. This holiday season, the magic will be just a click away.

For more information, please visit https://fao.com/ and to shop the official FAO Schwarz storefront on Amazon.com, please visit http://amazon.com/faoschwarz.

About FAO Schwarz

FAO Schwarz, New York City’s most iconic toy store since 1862, continues its legacy of delight by staying at the forefront of trends and innovation. While deeply rooted in innovation and quality, FAO Schwarz constantly evolves its offerings to reflect the latest in toy trends, retail theatre and play experiences. The brand consistently introduces new and exciting products and in-store experiences, ensuring that its marvelous, bountiful emporium remains a destination for the most sought-after toys, collectibles and gifts from around the globe. This commitment to modern relevance, coupled with its rich history, allows FAO Schwarz to create cherished memories and inspire awe and discovery for generations, proving that a timeless brand can also be a leader in the future of play. The World of FAO has grown to include stores worldwide in New York, Paris (at Galeries Lafayette Paris Haussmann), Milan and Beijing.

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SOURCE FAO Schwarz