FAO Schwarz Has Launched Online Amazon Storefront
The iconic toy retailer opened an official shop on Amazon to reach more families across the country.
Updated on Sept. 22, 2026 in Retail
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FAO Schwarz has launched a dedicated storefront on Amazon, offering an edited assortment of its branded products. The move coincides with a new physical pop-up shop and branded window displays at the retailer's flagship location in Rockefeller Center.
Why it matters
The retailer aims to extend its brand reach to families nationwide by leveraging Amazon's massive distribution network. This expansion complements the company's existing physical presence in New York City and its international operations.
The broader toy market saw a 16% demand increase from adult-only households during the first half of the year, with this demographic now accounting for 55% of total toy sales.
The players
FAO Schwarz
This is a historic toy retailer that has been operating for over 150 years.
Amazon
This is a global technology and e-commerce company that provides a platform for third-party storefronts.
ThreeSixtyGroup
This is a company that acquired the FAO Schwarz brand in 2016.
The details
The Amazon storefront features products organized by target age group and category, while the Rockefeller Center pop-up shop highlights items included on the Amazon 2026 Top 100+ Toys list. ThreeSixtyGroup, which purchased the brand in 2016, continues to grow its physical footprint alongside this digital expansion.
Timeline
ThreeSixtyGroup purchased FAO Schwarz in 2016.
The retailer opened a location inside Nordstrom in June 2026.
FAO Schwarz launched the Amazon storefront on September 18, 2026.
Amazon window displays will remain at the flagship store throughout the 2026 holiday season.
Market Landscape
This move reflects a broader industry shift toward hybrid retail models where legacy toy brands compete for shelf space within massive digital marketplaces. The strategy pits FAO Schwarz against a growing number of retailers vying for the attention of both children and adult collectors.
Shoppers can now access a wider selection of branded toys online, simplifying the process of purchasing items previously available only at physical boutiques. The partnership may also change how families plan their holiday shopping by integrating Amazon's logistics with the retailer's curated toy lists.
The takeaway
Legacy retailers are increasingly moving to digital storefronts to capture shoppers who prioritize convenience and curation. Families can benefit from this shift by using the brand's organized age-based sorting to find gifts for the upcoming holiday season.
Further reading
For more on how major brands are adapting to changing consumer habits, visit the Retail section.
Live Poll
Do you prefer buying toys in-person at specialty stores or shopping online for more convenience?
