FAO Schwarz is expanding its holiday shopping presence with the launch of its first official storefront on Amazon.com.
The retailer announced last week that U.S. shoppers can now buy a selection of FAO Schwarz toys and gifts through the new Amazon store. The assortment includes plush toys, baby dolls, musical instruments and other products.
“FAO Schwarz has always been about more than shopping; it’s about creating moments of discovery and wonder,” David Niggli, chief merchandising officer at FAO Schwarz, said in a statement.
The launch also includes a holiday collaboration at the company’s Rockefeller Center flagship in New York City.
A dedicated Amazon pop-up shop will feature toys and gifts from Amazon’s 2026 Top 100+ Toys List, while FAO Schwarz’s storefront windows have been updated with seasonal Amazon displays.
“FAO Schwarz has sparked joy and wonder for toy lovers around the world for more than 160 years, and we’re thrilled to bring their iconic assortment to Amazon’s stores,” Anne Carrihill, director of toys and home at Amazon, said in a statement.
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