Fao Schwarz

A two minute tour of Fao Schwarz toy store in New York City.


FAO Schwarz was founded in 1862 under the name Toy Bazaar by German immigrant Frederick August Otto Schwarz, in Baltimore, where he and his brothers retailed toys from a fancy-goods store. Additional locations of Toy Bazaar followed in Philadelphia and Boston.

In 1870, Schwarz opened a New York City location as the "Schwarz Toy Bazaar" which moved to 42 E. 14th Street in Union Square in 1880 and operated at that location until April 28, 1897, when it took over two vacant store locations at 39 and 41 West 23rd Street. By then, the New York Times described Schwarz as "the largest dealer in toys in this city." [1]

Each November, the Schwarz Toy Bazaar held an exhibition of toys that would be available for the Christmas season, which in 1883 was described as the "14th Annual Exhibition" [2] and it was during this period that the store began hosting the appearance of "Santa Claus." In 1896, Schwarz proclaimed the store as the "Original Santa Claus Headquarters" in New York.[3]

In 1889, Schwarz added his initials to his newspaper advertising, branding the store at that time as simply "F.A.O. Schwarz," although the "Toy Bazaar" identifier continued until the move to West 23rd Street.[1]

Noted New York architect Stanford White leased a loft apartment over the store, and his association there with an under age Evelyn Nesbit led to his murder at the hands of millionaire Harry Thaw at Madison Square Garden June 25, 1906.[4]

In 1931, the New York location was moved to the southeast corner of 58th Street and Fifth Avenue (the site currently occupied by the Bergdorf Goodman Men's store). The toy store became well-known for its unique plush toys and memorable environment that was among the pioneers of "entertainment retail," the philosophy that a store should be an experience for its customers.

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[GodfatherGaming1]

ahh reminds me of mr. duncans toy chest from home alone 2 excellent vid and good quality being from a cam from 2001!

[bnyr72]

@GodfatherGaming1 Thanks a million!!!

[TheBroadsiders]

Lovely video of fao schwarz. Never been there, looks great!

[bnyr72]

@TheBroadsiders Thank you

[JetBike624]

Nice video.. love that store!!!!

[bnyr72]

@JetBike624 Thanks

[seanzoz]

Leno....

[LegoMyEggo100]

I wish FAO Schwartz would be like that now.... Not Crowded. It's like impossible to even walk in there now.