FAO Schwarz is bringing its iconic toy store experience to Amazon.com this fall with the launch of its first-ever official Amazon storefront. The new online destination gives U.S. shoppers access to an assortment of toys and gifts from the New York City-based retailer, including timeless favorites and new discoveries.
“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,” shares 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 launch also includes a seasonal collaboration between FAO Schwarz and Amazon. A dedicated Amazon pop-up shop will be featured at the FAO Schwarz flagship store at Rockefeller Center, where shoppers can discover toys and gifts featured on Amazon’s 2026 Top 100+ Toys List. The FAO Schwarz windows have also received a seasonal refresh featuring Amazon displays.
The FAO Schwarz Amazon storefront features a variety of toys and gifts, including plush, baby dolls, musical instruments, and toys designed for play, creativity, and imagination. The online store extends FAO Schwarz’s retail presence beyond its physical locations, giving families another way to shop its collections.
“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. “…Bringing FAO Schwarz to Amazon 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.”
FAO Schwarz has operated as a toy destination in New York City since 1862. The brand’s global retail presence now includes locations in New York, Paris, Milan, and Beijing.
The official FAO Schwarz storefront is available at amazon.com/faoschwarz.
