FAO Schwarz — Attraction in New York

This is the longest review I have ever written, not because I enjoy complaining, but because my experience at FAO Schwarz left me stunned, frustrated, and, above all, deeply offended. (I wrote this on the evening of March 17, 2025, shortly after the incident.)

While shopping at the Steiff counter, my friend and I found a Snoopy keychain—just one, slightly dusty, left in a corner. Naturally, we wanted to check if a newer one was available or if there were other designs or sizes. We waited at the counter for 5 to 10 minutes, but no staff were present. Since we still needed assistance, we approached a male staff member positioned directly opposite the counter, near the staircase.

At this point, everything could have been routine. If he had simply stated that he was not responsible for that section, that would have been understandable. However, before we could even finish explaining what we were looking for, he cut us off and dismissively said, “Snoopy is called Snoopy because he is black and white.”

At first, this seemed like an odd, irrelevant remark. But in hindsight, it was the first sign that he had no intention of genuinely assisting us. His statement was not only incorrect—Snoopy merchandise comes in various colours, especially in Japanese editions—but also dismissive, as if shutting down the conversation before it even started.

Things only escalated from there.

Throughout our interaction, he continuously interrupted us, refused to listen, and showed no interest in helping. Recognizing that we were getting nowhere, we decided to stop engaging with him and took the keychain with us while continuing to browse other sections. Our plan was to ask the main reception at checkout if additional stock was available.

As we moved away, he suddenly questioned why we had not checked out immediately, implying that we were behaving improperly. This was both unexpected and unwarranted. I turned to explain that we had waited at the Snoopy counter for assistance but found no one there and that we intended to purchase other items before checking out. However, such an explanation should not have been necessary—customers are entirely within their rights to check out at the central till, and no staff member has the authority to question their shopping behavior.

Then came the most astonishing part of the interaction. He repeatedly insisted:

“I don’t think you really want to buy Snoopy. I think you have other intentions, but you refuse to tell me what your intention truly is.”

At this point, the situation was no longer about poor service; it had turned into an outright accusation. What exactly was he insinuating? That we had a hidden agenda for wanting a new keychain? That carrying an item around a store before checkout was suspicious? Since when did normal shopping require justification?

The bias in this interaction was impossible to ignore. Did he assume we were tourists who wouldn’t stay in Manhattan long enough to file a complaint? Did he believe he could speak to us this way because we were from another country? Does he treat all customers like this, or did he single us out as unworthy of respect?

I don’t know the answer, but I do know this: FAO Schwarz should not allow any staff member to treat customers this way.

When we eventually returned to the Schiff counter, another staff member assisted us. He was professional, knowledgeable, and genuinely cared about customer service. He answered our questions, provided helpful details about the product, and even wished us well in finding a home for Snoopy.

When we finally purchased the keychain, he warmly said, “Congratulations on giving Snoopy a new home.” A simple but thoughtful comment—the kind of service that makes customers feel valued.

However, no amount of good service at the end can erase what happened before it.

Update – Added on 15 April 2025: I raised the issue with a Steiff staff member on-site. He was kind but not authorised to intervene. No complaint channel could be found afterward, so I’m sharing this here to help others...

I recently had the pleasure of treating my granddaughters to the Jellycat Café located in FAO Schwarz while they visiting me here in New York, and I must say—it was a day we’ll all remember! I’ve been trying to snag a reservation for a while now, and finally lucked out. Let me tell you, it was worth the wait.

The café is tucked inside the iconic FAO Schwarz toy store, which, as anyone who's been knows, is a whirlwind of excited kids, bustling parents, and wide-eyed tourists. It’s a sensory overload in the best way possible, and navigating the crowd is part of the adventure.

The Jellycat Café is located right on the main floor in an open space next to Build-A-Bear (which, by the way, was another highlight I’ll be reviewing that experience separately because it was phenomenal). The café area itself isn’t huge, but it’s adorably set up and well-organized.

Guests are asked to arrive 15 minutes prior to their reservation, and I did notice quite a few people stopping by just to take pictures—some seemed to think that was the full experience, which was a bit confusing. Thankfully, the staff did a good job managing the flow of foot traffic and ensuring those with actual reservations weren’t crowded out or disrupted.

Now, the experience itself is definitely a splurge. Might I addni did peep thatn no pricing was listed anywhere prior to payement🤣 At $70 per child (with sides priced at around $40, which we opted to skip), it’s not exactly budget-friendly. But it is a unique, joy-filled outing. Each child gets to pick a main item off the menu one of my granddaughters chose a waffle, the other a slice of cheesecake and they were both absolutely thrilled with their treats. You pay upfront and then the experience begins. What’s included? Each reservation comes with your selected menu item, a matching Jellycat pin to wear, a sheet of stickers, and everything packaged in a little tote bag. It’s clear that a lot of thought went into the presentation, and it really made the girls feel special.

A word of caution: this isn’t an experience for the faint of heart or the casually curious. It’s loud, it’s busy, and it’s pricey. But if you’re willing to fully lean into the magic of it all, it’s a blast especially if you’ve got kids or grandkids who adore Jellycat.

The biggest downside? Seeing the disappointed faces of families who didn’t realize reservations were required. If you’re planning a visit, definitely book ahead. All in all, the Jellycat Café was a joyful experience that left my granddaughters glowing and that, in turn, made my heart full. A bucket-list item checked off in the sweetest...

FAO Schwarz: A Magical Toy Store Experience

FAO Schwarz is not just a toy store—it’s a destination that feels like stepping into a whimsical wonderland. Located in the heart of New York City, it’s a must-visit for kids and adults alike, combining nostalgia, excitement, and an endless array of toys that spark joy.

The store is beautifully laid out with dazzling displays that invite exploration at every turn. From classic board games to high-tech gadgets, there’s something for every age group and interest. Of course, the iconic giant piano on the floor is a highlight—it’s impossible not to smile as you watch people of all ages attempt to recreate melodies from movies or just playfully hop around.

The variety of toys here is unmatched, including premium items and unique finds you won’t see in other toy stores. The custom Build-A-Bear workshop and the opportunity to personalize other toys, like race cars or dolls, make the experience extra special for kids.

What sets FAO Schwarz apart is the interactive elements. Staff members are not just there to assist but also to engage and entertain, often demonstrating toys, performing tricks, or helping you choose the perfect gift. Their energy and enthusiasm make the shopping experience truly magical.

The store can get busy, especially during the holidays, but the organized layout and helpful staff make it manageable. Prices range from affordable to luxurious, so there’s something for everyone’s budget.

Visiting FAO Schwarz is more than just shopping—it’s an experience filled with wonder, nostalgia, and the pure joy of play. Whether you’re buying a gift, bringing your kids for a fun day out, or reliving childhood memories, this iconic toy store is a destination worth...