NYC’s Most Expensive Toy Store

In a city of billionaires, “toys” are not just for children. They are status symbols, “mini-me” fashion statements, and, in many cases, “alternative assets” that appreciate faster than real estate.

The “most expensive” toy store isn’t just one place. It’s an ecosystem. It’s the historic “magic” of FAO Schwarz, the “hype” of Kith Kids, and the “investment” of a “grail” Pokémon card sold at a dealer. For the 1%, a “toy” can be a $25,000 life-sized stuffed animal, a $5,000 “mini-me” tracksuit, or a $100,000 “investment-grade” collectible.

We’re “playing” in the most exclusive playrooms in the city. This article is part of our exclusive series, The AZ New York 100, where we decode the secrets of the super-rich.

NYC’s Most Expensive Toy Store

The “most expensive” title is a battle between four different types of luxury: The Icon, The Hype, The Bespoke, and The Investment.

1. The “Icon” (FAO Schwarz): Located at 30 Rock, this is the most famous toy store in the world. The “luxury” here is the *experience*—the “Big” Piano, the “Toy Soldiers.” The *expense* comes from the “trophy” toys: the $25,000+ life-sized, rideable Steiff giraffe or the $10,000 Swarovski-crystal-covered Batmobile.
2. The “Hype” (Kith Kids): This is the “mini-me” capital of the 1%. Located in SoHo, Kith Kids is where tech moguls and celebrity parents buy their 5-year-olds $300 matching Kith tracksuits, $150 “mini” Air Force 1s, and $500 “collector” Bearbricks. The “expense” is the “hype.”
3. The “Experience” (American Girl Place): This is an “experiential” luxury. The $200 doll is just the beginning. The “expense” is the $1,000 “wardrobe,” the “Doll Hospital” (for $100+ “surgeries”), and the $150 “Doll-and-Me” lunch in the private café.
4. The “Investment” (Toy Tokyo / Collector Shops): This is the “grail” market. These are not “play” toys; they are “assets.” Shops like Toy Tokyo (or private dealers in the Diamond District) are where collectors buy $50,000 1000% “Bearbrick” art pieces or $200,000+ “investment-grade” (graded 10) 1st Edition Pokémon cards.
5. The “Bespoke” (Private Builders): The *real* most expensive “toy” isn’t in a store. It’s the $250,000 custom, two-story “playhouse” (with A/C and electricity) commissioned from a “luxury playhouse” builder for a Hamptons estate.

Comparative Table: The “Tiers” of Expensive Toys

You are paying for “Magic,” “Hype,” or “Assets.”

3 Case Studies: The “Toy” Client

1. The “Private Party” (FAO Schwarz): This is the “ultra-luxe” experience. A client (a CEO, a celebrity) pays $25,000+ to *buy out* FAO Schwarz for 2 hours *after* it closes. Their child gets a private, “magical” tour with the “Toy Soldier,” a $10,000 “shopping spree,” and a personalized “dance” on the “Big” piano. The luxury is *exclusivity*.
2. The “Mini-Me” (Kith Kids): This is the “SoHo” parent. They are a fashion-conscious “hypebeast.” They don’t just buy a $5,000 sneaker “grail” for themselves; they buy the $150 “toddler” version for their 3-year-old. The “toy” is the *matching outfit*. The luxury is “status” and “hype.”
3. The “Investor” (The “Vault”): This is the 40-year-old finance exec who sees “alternative assets.” They are buying a $150,000 “Pikachu Illustrator” Pokémon card (the “holy grail”). This is not a “toy.” It is an asset that is professionally authenticated (by PSA), insured, and stored in a climate-controlled vault, right next to their “vintage” Rolex.

💡 Pro Tips: How to “Shop” for Expensive Toys

• FAO is for “Experiences”: The real “product” at FAO is the “experience.” Go to the “Build-Your-Own” stations (Race Car, Doll) or ask about the “Personal Shopper” service.
• “Grading” is Everything (for Investors): For “investment” toys (like Pokémon cards), the *only* thing that matters is the “grade” (from 1-10) assigned by an authenticator (like PSA). A “PSA 10” (Gem Mint) is worth 100x more than a “PSA 9.”
• Kith “Drops” are the Entry: To get the “hyped” kids’ items, you must follow the Kith “drop” schedule (usually Monday) and be on the app at 11 AM, just like for the adult “grails.”

✨ NYC Luxe Curiosities

• The “$25,000 Giraffe”: The “icon” of FAO Schwarz is the 14-foot, life-sized Steiff giraffe. They are hand-made in Germany, and yes, they sell them.
• The “Doll Hospital”: At American Girl Place, you can “admit” a “damaged” doll to the “Doll Hospital.” A “surgeon” (technician) will “operate,” (i.e., replace the head or fix the hair) for $100+.
• The “Bearbrick” Art Market: The 2-foot-tall (1000%) “Bearbrick” figures sold at Kith and Toy Tokyo are “art,” not “toys.” A “collab” with a “hype” artist (like KAWS) can cost $50,000 on the resale market.

🧐 FAQ: NYC’s Most Expensive Toys

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