The legacy of Frederick August Otto Schwarz
For over 160 years, FAO Schwarz has been celebrating the magic of wonder with rare, high- quality toys, unique experiences, exceptional demonstrations and exclusive entertainment for generations of adults and children.
Frederick August Otto Schwarz, a visionary and toy pioneer, dreamed of a store offering extraordinary toys from all over the world. More than just a place to buy, he wanted to create a place of wonder for young and old alike.
This dream came to life in 1862 in Baltimore with the Toy Bazaar, the oldest toy store in the United States. In 1870, Schwarz moved his store to New York and his legacy lives on today with his store at 30 Rockefeller Plaza.
Today, Galeries Lafayette Paris Haussmann is proud to welcome FAO Schwarz to continue the tradition of wonder and discovery!
Let the magic happen
At FAO Schwarz, you’ll find the brand’s colourful universe, with its emblematic red and black hues and gold lettering.
The emblematic Toy Soldiers welcome you to the 5th floor of Galeries Lafayette Paris Haussmann in a very unique FAO Schwarz corner. Immerse yourself in a new experience, discover a selection of exclusive toys and savour an exceptional moment.
Admire the famous "Clock Tower" with its six mini-clocks displaying the time in London, Dublin, Milan, Beijing, Seoul and New York (where the other FAO Schwarz stores are located) as well as the iconic “Grand Piano”, for an unforgettable musical experience on its giant keys.
A visit to this new store will be an opportunity to appreciate the famous FAO Schwarz brands: FAO Schwarz Plush or My FAO Doll, plush toys of all sizes, FAO-Abulous Fashion Role Play (imitation games) and educational and creative toys. It’s also an opportunity to discover brands such as Great Pretenders, Bunnies by the Bay, Discovery and Sharper Image, finally available in France. Not forgetting the incredible magic tricks from Marvin’s Magic. Finally, to please everyone, FAO Schwarz offers a selection of the biggest toy brands: Corolle, Doudou et compagnie, Histoire d’;Ours, Lego, Moulin Roty, Papo, Sentosphère, Sophie the Giraffe, Steiff, Sylvanian Families, Vilac, etc.
6 unique experiences
Each store offers a unique mix and Galeries Lafayette Paris Haussmann is bringing you 6 new experiences for this store.
On the 5th floor of the store, you will find:
- Barbie Styled by You, a retail experience from Mattel and FAO Schwarz, where you can fully personalise your dolls.
- My FAO Doll, a unique interactive experience that allows children to care for their own doll, choosing her carrier, outfit and accessories.
- Build your car by Majorette, where you can customise your own cars.
- Build a Bear, where you can create your own teddy bear by actively participating in every stage of its manufacture.
- Jellycat, who will be opening a teddy cake bakery in July where you can have them wrapped like real cakes to take home.
- Bunnies by the Bay, where you can choose your favourite cuddly toy from all the adorable designs and personalise it, along with all its accessories, however you like.
To be found on the 5th floor of the Coupole store
