FAO Schwarz Launches First-Ever Amazon Storefront Ahead of Holiday Season
FAO Schwarz is bringing its famous toy store experience to Amazon for the first time, giving shoppers across the United States another way to browse the brand’s toys, gifts and other merchandise ahead of the holiday season. The company has launched an official FAO Schwarz storefront on Amazon.com, with an assortment that includes plush, baby dolls, musical instruments and other toys. The move gives FAO Schwarz a much larger online presence while its Rockefeller Center flagship remains the centerpiece of the brand’s physical retail experience.
The partnership will extend beyond Amazon’s website. FAO Schwarz is also opening a dedicated Amazon pop-up shop inside its Rockefeller Center flagship in New York City. The space will feature toys and gifts appearing on Amazon’s 2026 Top 100+ Toys List, bringing part of Amazon’s holiday toy selection into one of the country’s best-known toy stores. The store’s famous windows have also been updated with seasonal Amazon displays for the collaboration.
“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.”
FAO Schwarz has been part of the toy business since 1862 and has become closely associated with elaborate toy displays, exclusive merchandise and its New York stores. The current flagship is located at Rockefeller Center, and the company also operates locations internationally, including Paris, Milan and Beijing.
The new Amazon store arrives as toy companies and retailers begin ramping up their 2026 holiday offerings. Rather than replacing FAO Schwarz’s traditional store experience, the new storefront gives the brand a way to put more of its products in front of shoppers who may never make it to Rockefeller Center.
The move also comes as another famous toy retailer is expanding its reach in a very different way. Toys“R”Us recently announced plans to open 120 new standalone U.S. stores for the 2026 holiday season, which would bring its total to 160 standalone locations. Those stores are expected to feature major brands and properties including Pokémon, Hot Wheels, LEGO and Barbie, adding considerably more physical retail space for toys and collectibles as the holiday shopping season approaches.
The official FAO Schwarz Amazon storefront is now live in the United States.