FAO Schwarz Launches on Amazon
FAO Schwarz launched an official FAO Schwarz store on Amazon.com in September. The legacy toy retailer designed the online storefront to give more consumers and their families a chance to experience the nostalgia that has made FAO Schwarz a tradition for generations.
"FAO Schwarz has always been about more than shopping, it's about creating moments of discovery and wonder," David Niggli, chief merchandising officer at FAO Schwarz, said in a media release. "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."
In further collaboration with Amazon, a dedicated Amazon pop-up shop opened inside FAO Schwarz's New York flagship store on Sept. 18. The pop-up features items from Amazon's 2026 Top 100+ Toys List along with Amazon-themed holiday window displays.
The opening was timed to coincide with Amazon's October Prime Big Deal Days and the start of the holiday shopping season.
The partnership enables FAO Schwarz to sell an extensive assortment of products on Amazon, while highlighting Amazon's top-selling toys in store.
FAO Schwarz's store in Rockefeller Center opened in 1862. The retailer has grown to include stores in Paris, Milan and Beijing.
