Welcome to the world
of FAO Schwarz

Welcome to the world of FAO Schwarz

Meet the future storytellers,
Telling stories through song and play.
Soaring to imaginary worlds,
Imaginations paving the way...

Watch our video to discover some of the magical experiences you can enjoy at FAO Schwarz – now open at Selfridges Oxford Street, London.

This way, if you please!

Our Toy Soldiers know everything there is to know about FAO Schwarz, and they’re here to introduce you to the most amazing toys and joyful experiences you can find here on 4 at Selfridges Oxford Street, London. Quiiiick march…

Introducing: The Pit Crew

Hands up: who loves to race? Well, with the help of our Pit Crew petrol-heads at Selfridges Oxford Street, London, you can create your very own – and completely personalised – racing car to do just that! Choose your colour and design, and then use the tools on-hand to help the crew put it together. They’ll have you road-ready in no time and sort out that pesky MOT admin, too (aka, boxing up your car and handing you your receipt)!

Introducing: The Music Maestros

Remember that giant piano from the movie Big? (No? Maybe ask Mum or Dad…) With the help of our Music Maestros on the floor here at FAO Schwarz, stomp away and learn how to play tunes with your feet. Book your session below – perfect for any music-lovers over the age of 6.

Introducing: Marvin’s Magic

Fancy being astounded by some brilliant magic tricks? Be on the look-out for our seriously magical magicians at FAO Schwarz, who love to blow everyone’s minds with their top-notch tricks. Then, with the help of Marvin’s Magic’s line-up of magician kits, you can learn how to wow your friends and family at home. Abracadabra!

Love science?

Keep an eye out for our zany and innovative Professor Atlas on the floor at FAO Schwarz. Always discovering, learning, and sharing knowledge, our in-house scientist loves to show off the latest mad-cap experiments!

My FAO doll

We’ve got lots of dolls to choose from here at Selfridges Oxford Street, London. To immediately make them one of the family, we’ll help you fill in their Birth Certificate.  Make sure to choose a name, hair and eye colour, and predict what you think they’ll be when they grow up!

FAO festive fun at Selfridges

For the low-down on everything that’s going down at FAO Schwarz at Selfridges Oxford Street, London, this Christmas click the button below!