Real-life toy soldiers who salute you when you enter, shelves overflowing the larger-than-life stuffed friends, toys classic and contemporary, and dozens of charismatic salespeople waiting to blow your mind with magic tricks, monster makers, and more—walking into the iconic FAO Schwarz at Rockefeller Center is an all-senses immersion into childhood wonder—and we haven't even mentioned the dance-on piano!
With lines stretching down the block, the well-known toy store has reinvented itself and re-established its spot as a must-visit destination for tourists, but it's also one of our favorite indoor places to play on bad weather days. Read on for nine reasons we love FAO Schwarz, the iconic, long-running toy retailer.