Frederick August Otto Schwarz dreamed of a marvelous bountiful emporium full of extraordinary, one-of-a-kind toys from all over the world. In 1862 that dream became a reality and FAO Schwarz has been capturing the imaginations of countless generations since. More than just a toy store, a trip to FAO Schwarz was always a magical and cherished journey through the very heart of childhood, where toys came to life and laughter was the language of young and old alike. The flagship location of the oldest toy store retailer in the United States lives on three levels next to the Rockefeller Center Christmas Tree – the perfect location for this timeless brand.