FAO Schwarz has been a beloved holiday icon in New York City for decades, famous for its whimsical displays and festive atmosphere. While its Rockefeller Plaza location still enchants visitors, it’s smaller in scale compared to its legendary flagship days. Thankfully, NYC is filled with other holiday hotspots that bring the same level of wonder, joy, and festive magic for kids and adults alike. From iconic toy stores to immersive holiday experiences, here’s a list of NYC’s best alternatives to FAO Schwarz
LEGO Store at Rockefeller Center
Location: 620 5th Ave
During the holidays, the LEGO Store at Rockefeller Center becomes a hub of creativity and fun. Featuring stunning LEGO sculptures, including NYC-themed models like the Rockefeller Christmas tree, this store offers something for LEGO fans of all ages. With exclusive holiday sets and interactive displays, it’s a top destination for toy shopping and festive fun.
American Girl Place
Location: 75 Rockefeller Plaza
American Girl Place is a doll lover’s paradise, and its holiday transformation is truly enchanting. Visitors can shop for dolls, create custom outfits, or participate in holiday-themed activities like tea parties with their dolls. The festive decor and joyful ambiance make it an unforgettable experience for kids and their families.
Macy’s Santaland & Holiday Toys Section
Location: 151 W 34th St, Herald Square
Macy’s Santaland is a cornerstone of NYC’s Christmas traditions. This magical experience features animatronic displays, sparkling lights, and the chance to meet Santa. Beyond Santaland, Macy’s holiday toy section is brimming with both modern and classic toys, offering a nostalgic shopping experience reminiscent of FAO Schwarz’s glory days.
Bryant Park Winter Village Holiday Shops
Location: 6th Ave & 42nd St
Bryant Park’s Winter Village isn’t a traditional toy store, but it captures the holiday spirit like no other. The open-air market is filled with boutique vendors offering handmade toys, puzzles, and unique gifts. Paired with ice skating, twinkling lights, and warm drinks, the Winter Village is a festive destination perfect for families.
Harry Potter New York
Location: 935 Broadway
For a magical twist, Harry Potter New York is the ultimate destination for fans of the wizarding world. Featuring interactive wands, unique collectibles, and Hogwarts-themed merchandise, the store becomes even more enchanting during the holidays with festive decor. It’s an ideal spot for finding special gifts for kids and adults alike.
Union Square Holiday Market
Location: Union Square Park
Much like Bryant Park’s Winter Village, the Union Square Holiday Market offers a cozy, festive shopping experience. With artisanal vendors selling handcrafted toys and quirky gifts, it’s a great destination for finding one-of-a-kind presents. The lively holiday decor and cheerful ambiance make it an excellent alternative to traditional toy stores.
Why FAO Schwarz Will Always Be Special
Though FAO Schwarz now operates on a smaller scale, it remains a cornerstone of NYC’s holiday culture. The Rockefeller Plaza store still offers its signature charm, from the iconic piano to unique, one-of-a-kind toys. However, the alternatives on this list provide fresh opportunities to explore NYC’s holiday magic, ensuring the spirit of the season stays alive and well.
