FAO Schwarz

Legendary toy retailer

FAO Schwarz is a famous American toy store, founded in 1862 and long associated with its flagship location in New York City.

The name evokes luxury toys and childhood wonder—the store is known for theatrical displays and its giant floor piano.

We visited FAO Schwarz on our trip to Manhattan.

Related

floor · Manhattan · New York City · flagship · stuffed · animals · stuffed animal · teddy · bear · toy soldier · Christmas · holiday shopping · magical · wonderland · soldier · nutcracker · movie · Tom

Opposites
retail price positioning

FAO SchwarzDollar Tree

Fixed-price discount chain

Dollar General · Big Lots · Family Dollar · bargain bin · Walmart

shopping experience

FAO Schwarzwarehouse store

Bulk goods membership retailer

Costco · Amazon · big box store · Aldi · outlet mall

brand heritage and prestige

FAO Schwarzliquidation store

Retailer selling discontinued merchandise

Familiarity
Top 500,000
Profile
Mostly American · Concrete · Positive · Everyday, not technical · Rated G