Our Story

FAO SchwarzF grew up as a toy destination — a place where a wooden soldier, a stuffed bear, and a giant piano could share the same afternoon. Bryant Park Play LLC carries that spirit from Midtown Manhattan into this shop.

Play, staged with care

We still believe a toy store should feel like a set: stacked high, brightly lit, and a little theatrical. Buyers hunt for plush that hugs back, dolls with a story, and kits that survive the ride home. Seasonal rooms — Halloween, holidays, birthdays — rotate so the floor never sits still.

New York, every day

The studio sits at 350 West 43rd Street, Suite 800, New York, NY 10036. Store hours are daily 10:00 AM–8:00 PM ET. Press notes go to [email protected]. Guest services: [email protected] or +1 (212) 564-8913.