FAO Schwarz marks 160 years with party at Rockefeller Center

Published on: 24th October 2022

As the party took place earlier this month, the New York City Mayor proclaimed October 8th as FAO Schwarz Day.

The FAO Grand Piano is a famous destination at the iconic store. (Charles Sykes/AP Images for FAO Schwarz).

FAO Schwarz, New York City’s most iconic toy store and the oldest toy store in the US, is celebrating 160 years of toys and inspiring awe and discovery. At its flagship store at Rockefeller Center, FAO Schwarz hosted a free, family-friendly, birthday party event to celebrate FAO Schwarz Day.

The celebration took over Rockefeller Plaza and included live performances, sweet treats and a host of fun-filled activities. Nearly 10k people visited the iconic FAO Schwarz flagship store during the party event.

FAO Schwarz in New York City has become a global destination, enchanting generations of children from around the world and drawing acclaim for its assortment of toys and one-of-a-kind experiences. Recognizing the toy store’s deep roots in New York City and its ongoing commitment to the people of New York – and the world – for bringing wonder and happiness to children and the child inside all of us, the New York City Mayor’s Office issued an official Mayoral Proclamation naming October 8th as FAO Schwarz Day.

“We were so excited to host generations of fans and celebrate this milestone with the most epic birthday party,” said Jill Nordquist, chief Marketing officer at MerchSource/ThreeSixty Brands. “We brought together amazing entertainment and experiences to celebrate FAO Schwarz like never before, creating even more terrific memories at our legendary toy store.”

Top toy brands offered limited edition commemorative toys to mark the occasion including Hot Wheels, Uno, Schleich and Funko; five special edition Funko Swarovski Toy Soldier Pop! were sold for $2k each.

A wide variety of live performances graced the FAO Schwarz celebrations and enhanced the party atmosphere, including Broadway Cares, American Ballet Theater, Emmy Award winner Alex Mitnik, Professor Atlas, Little Maestro’s, Bubble Dad and the NYC Magician of the Year, Silly Billy.

These were joined by arts and crafts activities offering interactive experiences, food and treat stations, plus the Oscar Meyer Weinermobile, FAO Toy Soldiers skating at Flipper’s Roller Boogie Palace at The Rink at Rockefeller Center, character appearances and a host of photo ops for visitors.


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