Meet at 30 Rockefeller Plaza New York, NY 10112 at the designated store entrance; follow signage to FAO Schwarz.

How long is the experience?

The program is 1.5 hours long and runs during store hours.

A guided tour with Toy Soldiers, a candy raid at FAO Schweetz, and a special FAO souvenir for each child are included.

How many people can join?

Each session accommodates up to eight guests.

Are children under two free?

Yes—children under two may attend free of charge but must be accompanied by an adult.

Is the store accessible?

FAO Schwarz is located at street level at Rockefeller Center; check-in staff can provide accessibility guidance and routing.

Inside the Toy Soldier Experience at FAO Schwarz, Rockefeller Center

At 30 Rockefeller Plaza in New York, FAO Schwarz’s Toy Soldier Experience offers a 1.5-hour in-store adventure that turns shopping into theater. Led by the store’s theatrical Toy Soldiers during regular store hours, the program guides groups of up to eight through the flagship’s most memorable installations, from the floor-spanning “Big Piano” to case displays of heirloom plush and mechanical toys. You’ll end with a candy raid at FAO Schweetz and each child receives a special FAO souvenir.

The experience feels less like a tour and more like an intimate backstage pass to one of America’s oldest toy emporia. FAO Schwarz has roots stretching back to 1862, and the Rockefeller Center flagship occupies a vibrant corner of the complex completed during the 1930s. The shop combines vintage merchandising — glass-fronted cabinets, polished wood counters, and rotating window scenes — with hands-on features: a working model train, a masterfully staged clock, life-size action toys, and the signature oversized keyboard that invites visitors to make music with every step.

Toy Soldiers serve as narrators and facilitators, sharing stories about the store’s history, pointing out collectible pieces, and helping younger guests try interactive displays. The FAO Schweetz counter is a highlight: a quick, gleeful dive into jars of retro candy that makes for one of the trip’s most photographed moments. The small-group format keeps the pace human rather than hurried, and a dedicated shopper offers targeted recommendations should you want to pick up a keepsake beyond the included souvenir.

This is an ideal activity for families, multigenerational celebrations, or any visitor craving an old-school retail experience with theatrical flair. The location makes it easy to combine with other Rockefeller Center stops — skating in winter, Radio City nearby, and the Top of the Rock observation deck — so you can stitch a full-day itinerary around the tour.

Practical note: meet at 30 Rockefeller Plaza New York, NY 10112. The tour runs during store hours, fits eight guests, and children under two attend free. Because the store is a popular Midtown destination, weekday mornings or early evenings are best for smaller crowds. Photography is welcome; the Big Piano and FAO Schweetz make particularly shareable shots. Whether you’re chasing kid-sized wonder, nostalgia, or an unusually theatrical shopping trip, the Toy Soldier Experience transforms a retail visit into a memorable New York moment.

Bring comfortable shoes, a compact camera, and an appetite for sweets. Strollers are permitted but expect some tight aisles; staff can advise on accessibility at check-in. If you’re booking for a special celebration, mention it when reserving—the Toy Soldiers can tailor moments like singalongs or a group photo spot. Advance booking is recommended during holidays and school breaks. Bring photo ID for check-in.

About FAO Schwarz

FAO Schwarz is an iconic toy store located in New York, New York. The flagship destination offers immersive, family-focused experiences and curated shopping moments inside the store's landmark setting.

Visitors can choose from a range of guided and private experiences that combine personalized service, live entertainment, and hands-on interaction with toys and displays. Signature offerings include the Toy Soldier Dinner, featuring a guided tour, a piano-side meal, a live magic show, and private after-hours shopping with assistance from Toy Soldiers; the Toy Soldier Experience, which provides before-hours access, a behind-the-scenes tour, dancing on the grand piano, and tailored gift recommendations; and VIP and Express Personal Shopping sessions that deliver private access and expert recommendations.

FAO Schwarz also hosts themed experiences such as the Jellycat Diner Experience, where guests enjoy freshly prepared meals and collectible plush items, and the FAO-Abulous Boutique Deluxe Beauty Experience, which lets young guests create custom makeup kits and receive a mini makeover. Seasonal programming includes the FAO Schwarz 5th Annual Halloween Spooktacular with early access, trick-or-treat activities, and a costume contest.

Each experience is staffed by trained team members and includes curated takeaways or shopping assistance. FAO Schwarz emphasizes memorable in-store events, private shopping options, and family-centered entertainment. Located in New York City, FAO Schwarz provides multiple ways for visitors to plan visits, reserve tickets, and select private or public experiences that fit different group sizes and interests. Reservations, private bookings, and shipping arrangements are available through FAO Schwarz.

Inside the Toy Soldier Experience at FAO Schwarz, Rockefeller Center

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