The World's Most Magical Toy Stores

Whether it’s the colourful displays or nostalgic charm, there’s something magical about walking into a physical toy store. With the convenience of online shopping, it may feel easier to skip the aisles and go straight to express shipping—but nothing compares to the immersive experience of an iconic toy shop. They’re not just places to spend, but travel destinations that excite kids (and even parents) the moment they step inside.

From New York to London, toy stores around the world celebrate play and imagination in their own unique ways. So the next time you take a family trip, here’s everything you need to know about visiting some of the world’s most famous toy stores.

Why visiting a legendary toy store is a unique family adventure

If you’re looking for something fun to do while travelling to a new city, visiting a legendary toy store is a hit for the whole family. Often featuring high-energy atmospheres, vibrant displays and interactive demos, these types of toy stores are far from the typical retail experience.

“A lot of toy stores have really tapped into taking the toy shopping experience to another level,” says Mandy Merrell, the co-founder of Toy Testing Sisters. “It’s not just another shopping trip.” Rather than just looking for items on a screen, kids get the chance to engage with toys in a creative and imaginative environment. “It's not just go in, don't touch, they're able to get their hands on these toys and really experience the magic of being in a store filled with toys,” says Merrell.

Lisa Orman, the president and founder of KidStuff Public Relations in California, also stresses that when kids are able to play with products in stores, parents can trust that the toy will be just as engaging at home. “Every parent hates to spend money on a toy and have it be one and done,” says Orman. “If the parents are considering buying those toys, they have much more confidence that it's going to become a well-used and well-loved toy for the kid at home.”

Iconic toy stores around the globe

FAO Schwarz, New York City, USA

If you’ve ever wondered what the inside of FAO Schwarz looks like, just watch the 1998 Tom Hanks film, Big. Whether your kiddo wants to pick up a plushie from the viral Jellycat Diner, or they want to customize their own slime at Crazy Aaron’s Mix-Mart, FAO has plenty of unique interactive experiences for everyone. While you’re there be sure to check out (or even dance on) the iconic giant piano floor mat.

Pain d’épices, Paris, France

Experience the old-fashioned charm of Paris at Pain d’épices. Featuring old teddy bears, wooden horses, puppets and dollhouses, this unique toy store is filled with imagination. Take a piece of Paris home with you by choosing a vintage music box or custom teddy bear for your little one’s bedroom. Plus, if your kiddo has a dollhouse, they’ll love picking out miniature items and accessories to take home with them.

Hamleys, London, England

If you’re looking for history, Hamleys is the place to visit. First opened in 1760, the London landmark is known as the oldest toy store in the world. The famous location on Regent Street has seven floors of demonstrations, events and elaborate displays. For a cute London keepsake, don’t forget to pick up a Hamleys Paddington Bear.

Serneels (Brussels, Belgium)

Along with picking up some Belgium chocolate, be sure to stop by Brussels-based toy shop, Serneels. First opened in 1959, this high-end toy store is known for its retro wooden toys, natural materials and classic designs. From tea sets to little trains, Serneels offers timeless quality toys that will hold memories for years to come.

Kiddy Land Harajuku, Tokyo, Japan

Is your kid a Hello Kitty fanatic? If so, Kiddy Land is a must-visit when you’re in Japan. The multi-story store features toys, products and merchandise of nearly every character you can imagine, from Japan and around the world. With Disney, Sanrio, Star Wars, Pokemon and more, definitely be prepared to leave some extra room in your suitcase.

What makes these legendary stores stand out

Large variety

Many of these iconic toy stores don’t just have aisles, but levels filled with toys. With a variety for all age groups, your child is bound to find something they’ll love.

Historical significance

At places like Hamleys, Serneels or Pain d’épices, your family can enjoy both the magic of the toys and learn about the history behind them. Locations like these also have beautiful architectural features and design elements which often reflect the charm of the city you’re traveling to.

Unique attractions

One of the best parts of these legendary toy stores are the special attractions. For example, Orman says the live demonstrations are part of what makes FAO Schwarz a must-stop demonstration. “You go inside and there are store demos of products to the max,” says Orman. “You might find anywhere from eight to 12 or more vendors in those stores.”

Interactive experiences

Did you know that your kiddo can actually be a part of Hamleys’ iconic opening ceremony? This is just one example of their many interactive experiences. At FAO Schwarz, there are also many in-store experiences that will catch your child’s attention. For example, watch the toy soldier opening ceremony as a family at the Rockefeller Center or help your little one choose their own FAO baby doll in-store.

Planning your magical toy store visit

Plan ahead

Imagine going all the way to a toy store just to find out it’s closed that day. Be sure to check the store's website for current hours and book experiences weeks before your trip. “Make sure that in advance, you have booked all of the different options that the toy store has available,” says Merrell. “If you do show up on site, there's a chance they're already going to be sold out.”

Set a budget

Parents know that when a child asks for one toy, it can quickly turn into a whole list. That’s why Orman suggests parents make the trip to the toy store a teaching moment for their kids. “If they're anything like five or six-years-old and older, then I think it's a great learning opportunity to give them a budget,” says Orman. “Then the parent doesn't become the bad guy.”

Manage expectations

With most of these iconic toy stores having multiple levels, it’s easy for kids to become overexcited and want to venture off on their own. That’s why it’s important to talk to your kids about what they can expect beforehand. “Lay some game rules for how to navigate the store safely as a family well before you go there,” Orman says.

Shop for unique items

Lookout for items and toys that you can’t get at home or are unique to the place you’re visiting. Store-exclusive merchandise is also a good souvenir to remember your trip by. Before the big trip, Merrell also suggests kids declutter their toy closets beforehand. “If you're going to be heading to one of these iconic toy stores, it's like a perfect opportunity to get your kids involved in looking at the toys that they currently have and figuring out which ones have they outgrown or they're not interested in anymore,” says Merrell.

Anticipate crowds

Large toy stores can often mean large crowds, especially during peak tourist seasons or holidays, so be careful if your kid tends to get overstimulated or overexcited, adds Orman."You know what to do as a mom or dad to help them go into it feeling a little bit less anxious,” she adds.

Conclusion

Visiting an iconic store isn’t just about shopping; it’s about creating lasting memories with the whole family. As you reminisce about your favourite nostalgic toys, you’ll also love seeing your child take on new experiences and explore through imagination. “When we give them the opportunity to go into a store and a parent just allows them to roam the aisles, it is really beautiful to see what they are drawn to,” says Merrell.

Experts

• Mandy Merrell is the co-founder of Toy Testing Sisters.
• Lisa Orman is the president and founder of KidStuff Public Relations.