S & B IN NYC
Harry Potter New York
Find magical photo opportunities over three spacious floors while shopping for the largest collection of Harry Potter products in the world, from pocket money items to rare collectibles.
Strike a pose inside a London phone box as if transporting yourself to the Ministry of Magic or step into Hagrid’s boots. Scan Enchanted Keys around the store to bring the magic to life. Browse over 50 wands inspired by characters.
Reserve online to transform into a Hogwarts student and cast spells with your wand or fly on a broom in two (fun but very short) VR adventures (ages 10+, $34).
🍽 Stock up on chocolate frogs and try Butterbeer ice cream other treats in an area inspired by Honeyduke.
See our complete guide to Harry Potter experiences in New York.
200 Fifth Avenue at West 24th Street
This large Italian marketplace has restaurants, food counters, mozzarella making, Italian groceries, housewares and a nutella bar. We love the delizioso pizza, prosciutto, pasta, rotisserie chicken…really just about everything. One of our favorite spots for chocolate and gelato.
The always-lovely rooftop greenhouse restaurant SERRA by Birreria changes seasonally. Seating for take-out is limited, especially during lunch and dinner hours when the whole place is crazy crowded, but lovely Madison Square Park is just across the street. A kiosk pops up in Flatiron Plaza during warmer months.
Daily 9 am–10 pm
Restaurant and counter hours vary
🚊 From the 23rd Street subway station (in Broadway), take the R or W yellow train Uptown to 49th St.
You will be near the M&M store if you want to go there first (there is also lots of candy at FAO Schwarz), then walk east one block to Rockefeller Center.
45 Rockefeller Plaza
Top of the Rock
🎟$40, $34/ages 6-12, free/ages 6 & under
Experience incredible views from 70 floors up. Three indoor and outdoor viewing decks offer breathtaking 360-degree views of the city – you start on the lowest deck, then head up to the better, higher views so plan your photos accordingly. The decks are mostly glass enclosed so visit toward dawn or dusk for better photos with less glare.
One of the best places to take in Central Park.
Learn about the fascinating history of Rockefeller Center in the lobby and take a green screen photo on a constriction beam (optional $27 to purchase).
🎟 Through Feb 12, get 2-for-1 tickets with an in-person voucher as part of NYC Must-See Week
45 Rockefeller Plaza
Rock Center Food
Find lots of fast-casual food options at the concourse level of 30 Rockefeller Plaza include lots of outposts of popular NYC shops. Choose from middle-eastern Samesa, Black Seed Bagels, custom salads at Sweetgreen, global rice bowls at FIELDTRIP, Dough Doughnuts, Van Leeuwen ice cream and many more.
Look for seasonal food trucks and carts around the ice rink. For indoor table service, try kid-friendly Bill’s Bar & Burgers.
Pick up cupcakes and banana pudding at Magnolia Bakery (49th St & Sixth Ave) and delicious chocolates at floral explosion Tuescher or classy La Maison du Chocolate.
602 Fifth Avenue at 50th Street Midtown
The LEGO Store Fifth Avenue
Take photos with taxis, subway stations, the Statue of Liberty and other NYC icons built out of LEGOS. Make mosaics, create a custom Minifigure, look for hidden treasures in the enormous Tree of Discovery and shop for exclusive sets, hard-to-find bricks and elements that you can select by hand at the rainbow Pick A Brick wall. Don’t miss the detailed replica of Rockefeller Center with lots of whimsical vignettes.
Go on a 20-minute interactive, immersive journey into the LEGO Brick Lab with innovative technology that brings walls, floors and ceilings to life with light, sound and music. Build a creation with an exclusive set of bricks, scan and watch it become a living part of the Brick Lab ($15, includes brick set, reserve online). Choose from outer space or NYC themes for a trippy digital experience.
Find more brick-inspired fun at Legoland Discovery Center in nearby Yonkers and Legoland New York, about a 1 hour drive north.
45 Rockefeller Plaza
Rock Center Shops
FAO SCHWARZ (10am – 9pm)
Salute the live toy soldier as you enter this iconic three-story toy store with high-end toys, life-sized stuffed animals, giant Transformers, lots of demos and crazy candy. Dance on the giant piano made famous in the movie Big.
AMERICAN GIRL (11am – 7pm)
Explore immersive environments for historical and contemporary high-end dolls including a 1970s pod chair, 1980s arcade and a surfboard on waves. Shop tons of dolls and accessories, design you own doll or visit the salon for girl & doll hair styling, manicures & ear piercings. Reserve tea at the cafe for a special experience.
NINTENDO (11am- 6pm)
Explore two-levels of everything Nintendo. Say hi to life-size Mario, Luigi and Bowser, see the newest Switch games, shop games, accessories, apparel, and other items featuring everyone’s favorite Nintendo characters and see historical items including original systems and game boys and cute figurines.
Also visit the LEGO store around the corner.