The History of FAO Schwarz

A Rich History

More than 145 years ago, Frederick August Otto Schwarz, namesake of the world-famous retailer FAO Schwarz and his three brothers from Westphalia, Germany founded FAO Schwarz, opening their first shop in Baltimore, Maryland. From there, each of the brothers opened a Schwarz "Toy Bazaar" in Philadelphia, Boston and New York. The FAO Schwarz New York location was destined to dominate the family business. FAO Schwarz went on to issue its first catalog for their loyal clientele in 1876, and a few years later moved its New York store to a more prominent location in the once fashionable shipping hub of Union Square, finding itself among reputable neighbors such as Tiffany & Co. and other fine retailers. Over the next hundred years, FAO Schwarz grew its international reputation through beautiful catalogs and an exciting website. Today, FAO Schwarz has evolved from a simple toy store into a must-see, distinguished destination, enchanting customers and creating memories that last a lifetime through its stores, catalogs and website experiences.

FAO Schwarz is known for its assortment of one-of-a-kind, unique products that reflect the brand's dedication to quality and creativity that its customers have come to trust from the brand.

Our flagship store in New York City opened at its current location in 1986, in the landmark General Motors Building at the corner of 58th Street and 5th Avenue. Although most people think of this particular location as "the home" of FAO Schwarz, this is in fact only the latest incarnation of the FAO Schwarz store, whose history includes six other locations within Manhattan over the course of 100 years. Prior to its current location, FAO Schwarz was located across 58th Street, in what is now the Bergdorf Goodman Men's Store.

Today, FAO Schwarz is not only the oldest toy store in the United States, but one of the oldest retail establishments of any kind. FAO Schwarz has been an essential part of any visit to New York for generations of children and adults from every corner of the globe.

Growing World of Toys

In 2009, FAO Schwarz was acquired by Toys"R"Us, Inc. the world's leading dedicated toy and baby products retailer. Together, Toys"R"Us and FAO Schwarz have been delighting kids for over 200 years and the combination of these two marquee brands represents an unparalleled expertise in toy retailing.