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FAO Schwarz in the Krillo Index

When shoppers in the United States ask ChatGPT and Gemini where to buy toys, is FAO Schwarz named? This is the answer from our latest monthly measurement, October 2026.

#21

of 59 stores measured

2/35

buying questions where AI names it; the category median is 1

questions where AI recommends it outright

Measured with ChatGPT and Gemini, the same questions for every store in this category, asked in the language of the market. Read how we measure.

Around FAO Schwarz

#19	entertainmentearth.com	3/35
#20	Mattel	3/35
#21	FAO Schwarz	2/35
#22	Mattel Creations	2/35
#23	mindware.com	2/35

See the full ranking for Toys

What AI says about FAO Schwarz

In the 2 answers that name FAO Schwarz, AI mentions: premium (1x), trusted (1x).

“FAO Schwarz: The oldest and most iconic toy brand in the US (famous for the giant floor piano in NYC).”

Gemini, asked: What is a good American website to buy toys from?

Quoted word for word from the answers in our measurement. What AI says about your store decides which buying questions it names you for.

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