FAO Schwarz to celebrate storefront debut on Amazon with pop-up at NYC flagship
FAO Schwarz is partnering with Amazon for the holiday season.
The legendary toy brand has launched its first-ever storefront on Amazon.com. FAO Schwarz says the collaboration will make it “easier than ever” to browse the brands’ assortment of unique toys and gifts.
To celebrate the partnership, a dedicated Amazon pop-up shop will open in the FAO Schwarz flagship at Rockefeller Center in New York City, where customers can shop for toys and gifts featured on Amazon's 2026 Top 100+ Toys List. Windows in the flagship hsve received a seasonal refresh with Amazon displays.
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"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."
The Amazon collaboration is just the latest retail partnership for FAO. This summer, the brand launched on Nordstrom.com, with the curated assortment launching across all Nordstrom locations later this year.
FAO Schwarz also opened a 5,000-sq.-ft. shop inside Nordstrom’s New York City flagship on 57th St. and Broadway in Manhattan, and announced plans to open a store-within-a-store concept, dubbed "The Jewel Box," in eight Nordstrom stores across the country.
"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."
