The collaboration marks a strategic shift for the brand, which has long relied on the theatrical experience of its physical locations to drive sales. David Niggli, Chief Merchandising Officer at FAO Schwarz, noted that the digital expansion is designed to capture the same sense of discovery found in their brick-and-mortar aisles, offering everything from musical instruments to plush collectibles. To bridge the two worlds, a dedicated Amazon-themed pop-up will appear within the Rockefeller Center flagship, featuring items from Amazon’s 2026 Top 100+ Toys list. The retailer’s iconic display windows have also received a seasonal refresh to highlight the partnership.
FAO Schwarz Launches Dedicated Storefront on Amazon
New York’s legendary toy destination is moving beyond its Rockefeller Center flagship to reach households nationwide. By opening an official storefront on Amazon.com this fall, the 162-year-old retailer aims to blend its history of whimsical, curated play with the logistical reach of the world’s largest e-commerce platform.
For Amazon, the move serves to bolster its position as a primary destination for holiday gift-giving. Anne Carrihill, Director of Toys and Home at Amazon, emphasized that the integration provides a more convenient path for customers to access heritage-brand products. As FAO Schwarz continues to operate locations in cities like Paris, Milan, and Beijing, this digital push signals an intent to maintain its relevance in an increasingly automated retail landscape.
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