Brand page · Toys · United States
FAO Schwarz: 264K visits a month, 72 active Meta ads, Gravity score 577.
FAO Schwarz — FAO Schwarz is an American toy brand and store that offers a wide selection of unique toys and gifts for kids, teens and adults. In September 2026 faoschwarz.com drew an estimated 264K visits, up 12% on the month before. It ranks #57 of 9,046 Toys brands in United States and holds a 3.7 Trustpilot rating over 26 reviews.
Updated Traffic Sept 2026Meta ads 9 Oct 2026Google ads 20 Oct 2026Instagram Sept 2026Trustpilot Oct 2026Catalogue Oct 2026Gravity score 2 Nov 2026
Gravity score
Percentiles within 160 peers: Toys brands in United States with 100K–1M monthly visits. Recomputed nightly, last on 2 Nov 2026.
About the store
FAO Schwarz is an American toy brand and store that offers a wide selection of unique toys and gifts for kids, teens and adults.
01 · Traffic
How much traffic FAO Schwarz gets.
The traffic card of the Gravity brand page: the latest month and its two trends. The monthly curve, 24 months of history, the audience by country, the traffic sources and the category comparison are for members, free to start.
FAO Schwarz drew an estimated 264K visits in September 2026, up 12% on the month before and up 20% over three months.
- Worldwide#41,536of 4.5M sites · Top 1%
- In United States#13,535of 1.2M sites · Top 5%
- Toys, worldwide#308of 50,509 brands · Top 1%
- Toys, United States#57of 9,046 brands · Top 1%
264K
estimated visits in September
1 mo ▲ +11.8%4 mo ▲ +19.5%
The monthly curve, 24 months of history and the category comparison.
Create your free account02 · Reviews
What customers say about FAO Schwarz.
The review cards of the Gravity brand page: the Trustpilot page, with its star distribution and the brand's tiers against the index, and the Google reviews. The TrustScore history and the review velocity against the category are for signed-in members.
FAO Schwarz holds 3.7 out of 5 on Trustpilot over 26 reviews, 2 of them in the last twelve months: 31% of customers give five stars and 65% one star. That volume places FAO Schwarz in the top 50 % of the 270,321 Trustpilot pages in the Gravity index.
Children's Store Toy Store Children's Toys Store
Data not available
Review velocity, TrustScore history and the category comparison are on the Gravity brand page.
03 · Products
What FAO Schwarz sells, ranked by sales.
The top three products in the catalogue, in the store's own best-seller order, with price and stock. The full catalogue, the rankings over time and the ads that lead to each product are for signed-in members.
FAO Schwarz sells on Shopify, 99% of its catalogue in stock. The best seller is FAO Schwarz E-Gift Card, at US$25.00–US$250.00, followed by Amuseables Nibblechip Cookie and Amuseable Peanut.
#1FAO Schwarz E-Gift CardFAO SchwarzUS$25.00–US$250.00In stock
#2Amuseables Nibblechip CookieFAO SchwarzUS$35.00In stock
#3Amuseable PeanutFAO SchwarzUS$23.00In stock- +View all productsRankings over time, ratings, stock and the ads that lead to each product. Free account.Sign in to Gravity
Share of the catalogue by product family.
The dominant category places FAO Schwarz in its comparison group.
- Average rating
- 4.82 / 5
- Rated products
- 20% of the catalogue
- In stock
- 99%
- Upper price quartile
- US$110.00
- Currency
- USD
04 · Ads
What FAO Schwarz is advertising right now.
Meta and Google ads, as the Gravity brand page shows them; the blurred ones are placeholders. Every creative, how long it ran, its EU reach and the estimated monthly spend band are for signed-in members.
FAO Schwarz runs Meta ads on Facebook, Instagram, Messenger, Audience Network, Threads, whatsapp, and has advertised on Google since December 2023 (image, text, video).
Mechanical SwitchesFAO Schwarz8 Oct 2026image
My First Tool Box Pretend Play Starter SetFAO Schwarz6 Oct 2026image
Submarine PlayhomeFAO Schwarz6 Oct 2026image- +View all Meta adsReach per ad, how long each creative ran, and the estimated monthly spend band. Free account.Sign in to Gravity
Image ad20 Oct 2026FAO Roc Holdings LLCverified
Text ad20 Oct 2026FAO Roc Holdings LLCverified
Image ad19 Oct 2026FAO Roc Holdings LLCverified
- +View all Google adsFormats, first and last seen, and the keywords the brand bids on. Free account.Sign in to Gravity
05 · Influencers
Who talks about FAO Schwarz.
The creators who tag @faoschwarz on Instagram, found by Gravity by Benchr in their posts. One is shown here; the full list, the audiences and the contact details are for signed-in members.
Creators tag @faoschwarz on Instagram, led by Michelle Taylor (20.4K followers, 0.7% engagement).
| Account | Profile | Followers | Engagement | Tags | Relationship |
|---|---|---|---|---|---|
| MMichelle Taylor@33redsoxgirl · 🇺🇸 US | Parenting family Creator | 20.4K | 0.7% | 3 | Tagged @faoschwarz |
06 · Competitors according to Gravity
Who FAO Schwarz competes with, by the numbers.
Gravity picks competitors from the index itself: same category, same market, similar size. The closest are named here; their figures, the full list and the side-by-side comparison are for subscribers.
Gravity by Benchr finds competitors for FAO Schwarz among Toys brands in United States. The closest is Toyworld, then Toys"R"Us, hamleys.com, Mastermind Toys, toystreet.co.uk, Smyths Toys Superstores.
| Brand | Similarity | Gravity score | Est. traffic | Trustpilot | Meta ads | Products | |
|---|---|---|---|---|---|---|---|
| Toyworldtoyworld.co.nz | |||||||
| Toys"R"Ustoysrus.com | |||||||
| hamleys.comhamleys.com | |||||||
| Mastermind Toysmastermindtoys.com | |||||||
| toystreet.co.uktoystreet.co.uk | |||||||
| Smyths Toys Superstoressmythstoys.com |
07 · Company
The company behind FAO Schwarz.
Legal entity, funding and distribution, as the Company tab of the Gravity brand page shows them. Where Gravity has nothing on file, the line says so rather than disappearing.
FAO Schwarz is a company based in New York, United States, on a domain registered in April 1995. It employs about 270 people, is listed at m_and_a stage.
- Legal name
- Data not available
- Registration no.
- Data not available
- VAT
- Data not available
- Legal form
- Data not available
- Entity country
- 🇺🇸 United States · New York
- Founded
- Data not available
- Domain registered
- 20 Apr 1995
- Share capital
- Data not available
- Status
- was_acquired
- President
- Data not available
- Activity code
- Data not available
- Employees
- 270 on LinkedIn
- Funding stage
- M and a
- Total raised
- Data not available
- Investors
- Data not available
- VC-backed
- Data not available
- Own store
- faoschwarz.com · Shopify · USD
- Catalogue
- 246 collections
- Retailers
- None recorded
- Open jobs
- None recorded
08 · What people ask about FAO Schwarz
What people ask Google about FAO Schwarz.
11 answers built from the data on this page, each one sourced to Gravity by Benchr, which say so when we don't know.
Is FAO Schwarz legit?
According to Gravity by Benchr, FAO Schwarz is a brand based in New York, United States: its website has existed since April 1995, it sells on a Shopify store, it employs 270 people on LinkedIn, it has 107,763 Instagram followers. Those are the marks of an established brand, not a pop-up shop. Source: Gravity by Benchr brand index, November 2026.
FAO Schwarz reviews: is it worth it?
Customers rate FAO Schwarz 3.7 out of 5 on Trustpilot over 26 reviews, 2 of them in the last twelve months: 31% give five stars, 65% one star. Gravity by Benchr places that review volume in the top 50 % of the 270,321 Trustpilot pages in its index. Source: Gravity by Benchr Trustpilot reading, October 2026.
What is FAO Schwarz known for?
FAO Schwarz is an American toy brand and store that offers a wide selection of unique toys and gifts for kids, teens and adults. Gravity by Benchr classifies it under Toys, with Dolls, Playsets & Toy Figures making up 26% of the catalogue. Source: Gravity by Benchr product classification, October 2026.
How much does FAO Schwarz cost?
FAO Schwarz's best seller, FAO Schwarz E-Gift Card, sells from US$25.00 to US$250.00 on faoschwarz.com. 99% of the catalogue is in stock. Gravity does not track prices daily: check faoschwarz.com before buying. Source: Gravity by Benchr catalogue reading, October 2026.
Is there a FAO Schwarz discount code?
Gravity by Benchr does not collect discount codes. What Gravity observes: FAO Schwarz advertises on Facebook and Instagram and on Google, where its offers often run. Check faoschwarz.com for current promotions. Source: Gravity by Benchr ad records, October 2026.
Where to buy FAO Schwarz?
FAO Schwarz sells on its own website, faoschwarz.com, a Shopify store. Gravity by Benchr lists no retailer or marketplace for the brand. Source: Gravity by Benchr retailer data, November 2026.
Who owns FAO Schwarz?
Gravity by Benchr records a company based in New York, United States, whose domain was registered in 1995, with 270 employees on LinkedIn, listed at m_and_a stage. Gravity publishes no personal data about founders. Source: Gravity by Benchr company records, November 2026.
Is FAO Schwarz doing well?
Yes. Gravity by Benchr estimates about 264,300 visits to faoschwarz.com in September 2026, up 12% in a month and up 20% over three months. FAO Schwarz ranks #57 of 9,046 Toys brands in United States in the Gravity index. Source: Gravity by Benchr estimated traffic, September 2026.
Which platform and tools does FAO Schwarz use?
Gravity by Benchr identifies faoschwarz.com as a Shopify store (standard plan, not Shopify Plus), selling in USD. It advertises through Meta and on Google since December 2023. Source: Gravity by Benchr platform and advertising records, November 2026.
How much does FAO Schwarz spend on Meta ads?
Gravity by Benchr does not publish a spend figure for FAO Schwarz on this page. What Gravity observes: an active Meta advertiser, on Facebook, Instagram, Messenger, Audience Network, Threads, WhatsApp. The estimated monthly spend band, derived from the EU reach of each ad, is on the Gravity brand page. Source: Gravity by Benchr Meta Ad Library records, October 2026.
Who are the biggest Toys brands in United States?
Among Toys brands in United States in the Gravity by Benchr index, FAO Schwarz ranks #57 of 9,046 by estimated traffic. Its closest competitors on the same market are Toyworld, Toys"R"Us, hamleys.com, Mastermind Toys, toystreet.co.uk. Source: Gravity by Benchr competitor analysis, same category, same market, similar size, November 2026.
Category
Gravity by Benchr indexes more than 4 million e-commerce brands across 150 countries. Figures on this page are estimates, updated monthly; the Gravity score is recomputed nightly. Not affiliated with FAO Schwarz.