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That darn floor piano that Tom Hanks danced on 20 years ago in the movie Big is still a major draw at FAO Schwarz’s Fifth Avenue flagship store. But it’s not the only thing luring visitors through the front doors of this 145-year-old company. The play palace has gradually shifted its focus from superpricey products (the dance-on piano costs $250,000) to high-quality toys that don’t require shoppers to take out a second mortgage. “We want to inspire children to be happy through unstructured play, and for us, that means five things: quality, design integrity, originality, environmental friendliness and safety,” says the company’s CEO, Ed Schmults.
Over the past few years, FAO has added more than 20 specialty boutiques, including several customizing workshops (take that, Build-A-Bear). In the Styled by Me Barbie area, kids design their own dolls, choosing everything from skin tone and hair color to designer clothes and accessories—breasts are still regulation Barbie size. Over at the Hot Wheels Factory, speed demons create a personalized car in mere minutes.
Intrepid explorers of the huge space will find more than toys to distract them. In the Harry Potter section, fans of the books and movies can ogle the largest selection of Hogwarts memorabilia in the country. And the upscale Zutano boutique on the lower level is filled with baby and toddler gear.
Like other retailers, FAO has been feeling pressure from the green camp, and the store is heeding the call. Its colorful new wooden toys are made with nontoxic, water-based paints, and in June it will introduce “All-Natural and Organic for Infants,” a line of plush animals made from organic cotton. (The line includes a newborn-size version of the popular Patrick the Pup toy.) The country of origin of most items in the store is now displayed, to reassure parents made wary by the recent spate of recalls. Sure, FAO is still larger than life, but in the end, reminds Schmults, “it’s all about providing good, safe toys.”FAO Schwarz, 767 Fifth Ave at 58th St (212-644-9499, fao.com)
