Things to do in NYC with Kids

by Ed Schmults, CEO

As a father of a three-year-old girl I spend most of my weekend time with my wife and daughter. We try to get out of the city on a regular basis to spend time outside.

A two-hour drive from Manhattan will take you to the Long Island shore, the Litchfield Hills, the Hudson River valley, or the New Jersey farm country. Farmer’s Markets, apple picking, short hikes, and lots of time on the beach digging are generally highlights of these trips.

Some days we just play around the house, constructing forts and castles with sofa cushions and blankets, building towers out of Lego or having tea parties with various dolls. Reading books, doing art projects, and making a trip to the local playground or Central Park round out the day.

But New York City, with its incredible range of activities, always beckons. Here are a few of our favorite activities that are fun for children and parents:

American Museum of Natural History
Website: www.amnh.org/kids

A perennial favorite. I loved coming here as a boy and am so happy that my daughter seems to enjoy it as much as I still do. This is LARGE museum. Take it in slowly – you will be exhausted if you try to see it all. Highlights are the Hall of Mammals, the huge life-sized blue whale hanging from the ceiling in the Milstein Hall of Ocean Life, and the Dinosaur Halls. Also, be sure to check the website for the museum’s terrific range of temporary exhibits.

Central Park
Website: www.centralpark.com/pages/fun-stuff/kid-s-stuff.html
Website: www.centralparknyc.org/site/PageNavigator/kids_todo

An unstructured day in Central Park is glorious, regardless of the weather. No agenda, no goals. We climb on the rocks, watch the squirrels, listen to the musicians, explore Belvedere Castle and visit a playground. There is always something new to see. The Park is a welcome break from the scheduled activity during the week and it gives our daughter a chance to take the lead.

Central Park Zoo
Website: http://nyzoosandaquarium.com/cpz

Centrally located in the southeast corner of Central Park, the CPZ is a wonderfully accessible way to help your child learn about animals and the natural world. The penguins, polar bears, and seals are sure to please, but don’t miss the smaller animals that are tucked away in this compact zoo. The otters at the top of the hill are usually active and fun to watch, and the enormous boa is fascinating. The cafeteria, remarkably, has a solid selection of organic and healthy food for parents and kids.

Children’s Museum of the Arts, SoHo
Website: http://www.cmany.org/

A creative place for your child to experience an incredible variety of artistic opportunities, like painting, drawing, finger paints, etc. Smocks and other protective gear are provided. The staff does a great job keeping the peace and guiding children. The clay animal guy can make a clay ball into any animal with a few pinches. Great fun.

FAO Schwarz
Website: http://www.fao.com/

I have to recommend a trip to FAO Schwarz! My daughter loves to go tour the store. We regularly change the mix of product, so there is always something new. Highlights include the life-size stuffed animals - currently dragons, unicorns and other mythical creatures are on display, but late April will see the arrival of DINOSAURS! We also have a host of experiences where a child can create their own toy – from customizing a Hot Wheels car, to styling a Barbie doll with fashions only available at FAO Schwarz. The Lower Level is for newborns through toddlers, while the upstairs is for older children.

Marionette Theater
Website: www.centralpark2000.com/database/marionette_theater.html

This little theater is a treasure. It is set in a Swedish cottage with a $5 admission charge. The performances are done well with great music and singing. Our daughter loves to go. We buy the CD of the show and play it in the car on family trips. Cinderella, Pippi Longstocking and The Big Bad Wolf are family favorites.

Metropolitan Museum of Art
Website: http://www.metmuseum.org/
Website: http://www.metmuseum.org/explore/museumkids.htm

Remarkably child friendly, this is another enormous museum with plenty to see and do. Do not try to see too much. The Temple of Dendur, the open sculpture gardens, and the Arms and Armor Gallery with suits of Armor are current favorites. Strollers are permitted in most areas, but not the larger jogging strollers. Most visitors to the museum are very tolerant of children, but you do get the ‘eye’ from some if your children are too loud.

The New York Theatre Ballet
Website: http://www.nytb.org/
This is a fantastic way to introduce children to ballet. Productions are done in a small, 400-seat theatre located on 59th Street, between Madison Ave. and Park Ave. They offer a number of family-oriented productions during the season. This year, we have been to the Nutcracker and Cinderella. The ballets last about an hour – perfect for younger children. Highly recommended.

The FAO Schwarz Toy Buying Guide

A conversation with Ed Schmults, CEO of FAO Schwarz.

You have probably read articles or seen coverage on television or the internet about toy recalls and child safety. These are, of course, issues we deeply care about. We spoke with Ed Schmults, CEO of FAO Schwarz about his very personal take on what to think about when buying toys from us, or from anyone else. We trust you will find his perspective interesting and useful. Thanks for reading!

What do all these recalls mean for me? Should I throw away all toys made in China?

Schmults: The first thing to do is check the Consumer Product Safety Commission website (www.cpsc.gov) to see if you own any of the toys listed and to confirm they were purchased during the specified times. Follow the instructions on the recall notice to send back to the manufacturer or to dispose of hazardous toys.

There are many quality-oriented factories in China that don’t cut corners, but if you are uncomfortable with China production, then seek out alternative toys made with quality design and quality raw materials. China does not have an exclusive on global toy production. At FAO Schwarz, we carry toys made in USA, Germany, Lithuania, Thailand, Korea, Israel, Spain, England, Kenya, Denmark, Philippines and Canada, among others. You can even search out toys by country of origin on our website.

How do I know a toy is safe?

Schmults: All toys sold in the US must meet certain US government safety standards concerning safety (choking hazards, toxic substances, etc.). However, the recent recalls suggest that it is possible for harmful substances to make it into toys. Use your judgment. Just as you probably put a lot of thought into what to feed your child, you should take the time to consider your child’s age and personality when it comes to toy selection. How does he or she play with toys? Many young children explore toys by constantly putting them in their mouth. If that’s the case at your house, seek out toys that are dishwasher safe or easily washed. A child who is rough and rambunctious needs highly durable toys that you check regularly for missing parts or breakage.

Look at how the product was designed : Does every part have a purpose? Toys with excessive moving parts can be prone to breakage and factories may use cheaper materials to reduce the cost of manufacturing a complex item.

Reject the notion that children’s toys have a short life span. A well-constructed toy should last for years, not minutes. Look for things like magnets and make absolutely certain they are securely fastened. Magnets, when swallowed, can be deadly.

Heed the adage, “You get what you pay for.” Quality does not have to be expensive, but you might not find it at the drug store or supermarket where toys tend to be used as a way to get add-on sales.

Trust your gut: If you are worried about the safety, quality, or appropriateness of certain toys, then by all means get rid of them. Toys should relax you and your children, not cause stress.


How do I explain to my child that I’m taking away a favorite toy?

Schmults: Keep it brief, especially if your child is a toddler or a preschooler. At that age, they are usually eager to try something new in exchange for an older toy, in particular a toy that serves a similar purpose. With older kids, you should take the time to explain why the toy is being recalled and to emphasize how unusual it is for toys to be unsafe. Be careful not to create “toy anxiety” either by going into unnecessary detail or by letting your own anxiety spill over into the conversation.

What do I do this holiday?

Schmults: The vast majority of toys in this country meet US government standards. However, because the level of anxiety regarding toy safety is understandably high, it helps to remember three things:

* Buy quality products from a quality retailer
* Look for simplicity and durability in toys
* Focus on imaginative play.

Focus on quality. For the last 145 years, FAO Schwarz has carefully selected our vendors for quality and design integrity, originality and health, safety and environmental concerns. If we see two similar toys, but one uses recycled materials, we choose the one with recycled content. Similarly, if we see competing toys, but one has eliminated PVC plastic or phthalates, we will choose the one that has eliminated these possibly harmful materials. We seek out vendors that share our belief that you can’t make a quality product using bad materials. A factory that cuts corners to achieve low price points does not have the mind-set to make a quality product.

Simple toys make safety assessments easier for parents and they tend to last longer as they have fewer potentially breakable parts. They are also easier to build, which may reduce the chances of a manufacturer substituting lesser quality materials to save money.

We know from countless studies of young children’s brain development that toys that require a child to use his or her imagination boost learning in all areas of development. At a time when many popular toys have lots of “bells and whistles,” it can take time and effort to seek out alternatives that help children develop the skills they need as they grow, but most parents are willing and able to build a better “toy box.” The key is to look for toys that leave as much as possible up to the child; in other words, a toy that tells a child what to do rather than letting him discover or invent ways to interact with that toy may actually inhibit learning. Toys that grow with your child promise years of play value, as do toys and games the entire family can enjoy.

What makes a good toy? My child seems to only want toys advertised on TV.

Schmults: My first advice would be to turn off the TV – or to limit the amount of screen time available to your kids. The American Academy of Pediatrics recommends no more than one to two hours of quality TV and videos a day for older children and no screen time for children under the age of 2. A recent study found that children ages 0–6 spend more time on entertainment media than on reading, being read to, and playing outside combined.

Age appropriateness is also important. A child should be able to master a toy. This can help them develop confidence and self-esteem. An adult puzzle will just frustrate a young child. Better to give a puzzle that is appropriate for their age or perhaps geared slightly older so that they can be challenged but also have a good chance of completing the puzzle.

We have so many abandoned toys lying around the house How can I buy toys that my children will play with for more that 15 minutes?

Take the time to consider the toys your child seems to play with the most. Then round up the rejects and either give them away or put them aside for a while and try reintroducing them at a later time. Sometimes kids get overwhelmed by too many options. If your children get tired of battery powered toys quickly, then focus on toys powered by their imagination. Batteries need replacing and can be a source of frustration for a child (and a parent).

How can I guide grandparents and aunts and uncles who spoil my children at birthdays and holidays to make better choices?

Schmults: Spend time with your child to develop a “wish list” for birthdays or the holidays. Communicate this to well-meaning relatives. Most will be appreciative of the guidance. The FAO Schwarz website (www.FAO.com) provides just such a service. No one wants to give a gift that is not wanted, which is why gift cards, while impersonal, are often the easiest solution.

FAO SCHWARZ ACQUIRES BEST & CO.

New York, NY
November 13, 2007

FAO Schwarz, the world’s most famous toy retailer, announced today that it has acquired Best & Co., a leading retailer and manufacturer of luxury children’s apparel and accessories.

“The acquisition of Best & Co. is a strategic addition to the FAO Schwarz portfolio,” said Ed Schmults, CEO for FAO Schwarz. “It will further transform FAO Schwarz into a comprehensive lifestyle brand.”

Best & Co. currently has a flagship store in Greenwich, Conn., and a boutique in Bergdorf Goodman in New York City. The company, founded in 1879 and in operation in New York and up and down the East Coast until 1971, was famous for its children’s department. Susie Hilfiger re-established Best & Co. in 1997, bringing the essence of the brand back to life with a timeless children’s clothing collection and attracting a worldwide audience seeking classic luxury. Today the store features the Best & Co. collection, designed by Ms. Hilfiger, as well as some of the finest American and European children’s clothing and gifts collections. Select items from FAO Schwarz’s private label toy collection will be featured in the Greenwich store beginning with the 2007 holiday season.

As part of the terms of the acquisition, Ms. Hilfiger will remain creative director of Best & Co.

“FAO Schwarz plans to expand the Best & Co. brand through selective wholesale and international distribution,” added Mr. Schmults. “We will also place a strong emphasis on Best & Co.’s catalog and Web site, which will drive brand recognition, traffic and sales worldwide.”

“FAO Schwarz is renowned for offering the most imaginative toys and gifts in the world and is loved by children and their parents,” said Susie Hilfiger. “From the beginning, my vision for Best & Co. was to create a charming shopping environment for families offering the best children’s product in the world and to bring back the trusted heritage of the original store. There is great synergy between these two companies and today marks an exciting new chapter for Best & Co.’s continued growth.”

Best & Co. and FAO Schwarz share similar histories and brand values. Visionaries in their respective fields established both companies more than a century ago: Albert Best founded Best & Co in 1879; Frederick August Otto Schwarz founded FAO Schwarz in 1862.

FAO Schwarz was acquired by a member of the D. E. Shaw group, a global investment firm, in 2004. “We are proud to be able to unite these two great children’s brands,” said Daniel Posner, a managing director of D. E. Shaw & Co., L.P., and director of FAO Schwarz. “Both companies share a rich heritage of unsurpassed quality and craftsmanship, solicitous customer service and a premium retail experience. We’re confident that FAO Schwarz and Best & Co. will continue to delight children and their families for generations to come.”

About FAO Schwarz: Turning 145 years old this year, FAO Schwarz has enchanted generations of children and adults with its unparalleled selection of unique toys, unmatched customer service, and famous flagship store in Manhattan, which attracts more than three million visitors annually. One of the best-known brands in the United States, FAO Schwarz has evolved into a multi-channel retailer while still remaining true to the vision of founder Frederick August Otto Schwarz. Under the direction of CEO Ed Schmults, the company has launched a number of new initiatives that will make FAO Schwarz’s future as vital as its storied past.

A Rich History

Frederick August Otto Schwarz, namesake of the world-famous retailer FAO Schwarz and his three brothers from Westphalia, Germany founded FAO Schwarz more than 145 years ago. Today, FAO Schwarz has evolved from a simple toy store into a must-see world-famous experience. Our three stores, catalogs and website enchant our customers and ensure memories that last a lifetime.

In 1862, the four Schwarz brothers operated their first shop in Baltimore, Maryland. From there, three of the brothers ventured forth to each open their own Schwarz "Toy Bazaar" in Philadelphia, Boston and New York. The FAO Schwarz New York location was destined to dominate the family business - though each set the standard for quality service and products from Europe's finest toy resources. In 1876, FAO Schwarz issued its first catalogue exclusively for their loyal clientele. In 1880 after ten years on 9th and Broadway, FAO Schwarz moved to larger quarters in New York's Union Square, which was then the fashionable shipping hub housing such stores as Tiffany and other fine retailers.

Over the next hundred years, our company has moved to larger locations and we expanded our national presence with a grand flagship store in the renowned Forum Shops in Las Vegas. We also grew our international reputation through beautiful catalogs and an exciting website. All through the years we have worked hard to stay true to Frederick August Otto Schwarz's vision: to offer unique products, presented by experts in an atmosphere of wonder.

We choose our products carefully to insure that we honor our 145 year old tradition of offering quality products, but we also take care to make sure our selections are relevant to each new generation. Each product reflects FAO Schwarz's dedication to quality and creativity. Our customers trust us to deliver extraordinary products and there is a sense of joy, from us and from our customers, when they discover the many unique products at FAO Schwarz.