THE SCHWARZ IS WITH US, AGAIN!
Famed toy store opens at Rock Center
The holiday return of beloved Manhattan toy emporium FAO Schwarz brought a tear to mom Jenni Jones’ eye — and a smile to her 4-year-old daughter Penny’s face.
The happy pair joined the excited crowd Friday at the venerable store’s new 30 Rockefeller Plaza home, about 10 blocks south of its old Fifth Ave. location. Brought along in the move was the classic giant piano keyboard famously played by Tom Hanks in the 1988 movie “Big.”
“I actually used to work at the (old) FAO Schwarz, and I’m so excited to share the magic with Penny,” said Jenni, who was thrilled to encounter some former colleagues. “It’s a New York institution, and so I’m glad it’s back.”
The store’s background noise including the sounds of Santa’s workshop, with tiny hammering and the whir of a small machine. The air smelled of pine, and FAO’s trademark giant plush animals greeted visitors near the front door.
A beaming Sally Atkinson watched as her 18-monthold daughter Miriam played at a display table of Hatchimals toys.
“She doesn’t have anything like this at home,” said the Midtown resident, who intends to return with her two older kids.
Jenni Jones was even greeted by a former colleague who was working as one of the store’s costumed toy soldiers.
“Welcome back!” he said while hugging a teary Jones.
Store employee Shereia Vives, 30, arrived with her 5-month-old son Javier for a special family-and-friends event.
“It’s not just for kids,” said the new mom. “We want everyone to experience their inner child.”
The company was founded by German immigrant Frederick August Otto Schwarz in 1862, with FAO Schwarz surviving some bumpy times in the new millennium.
Right Start Inc., after buying the business in 2002, twice declared bankruptcy. A Toys ‘R’ Us takeover was less than successful, and the Fifth Ave. store closed in 2015 — 29 years after opening in that location. Rising rents and online retailing delivered a one-two economic punch to the operation.
FAO Chief Merchandising Officer David Niggli said the store intends to keep its signature mix of big-ticket items and moderately-priced gifts. The top-of-the-line item for Christmas 2018 is a $25,000 child-sized Mercedes-Benz festooned with 44,000 Swarovski crystals.
“That’s the core of FAO,” he explained. “It’s the classics, plus the ‘Oh wow!’