NEW YORK, Dec. 17 (UPI) -- Amid the hustle and bustle of Christmas in New York City, nowhere is it more Christmas-y than the newly reopened FAO Schwarz toy store on 5th Avenue, featuring toys as special as if Santa Claus brought them himself, and for the most part, as affordable as if Mom and Dad were paying Santa's bills.

The old clock tower is gone from the redesigned New York store -- site of the Christmas classic "Miracle on 34th Street" -- but the life-sized, plush jungle animals that seem to guard the entrance are back, and so are the Toy Soldier, Fairy Princess and Safari Sam, who posed for photos with FAO fans and greeted shoppers as they rushed in.

FAO veterans will now find wider aisles, a ceiling illuminated with 20,000 color-changing LED lights, and energetic employees demonstrating a range of toys from toddlers' puzzles to Magic Plastic balloon-making goo.

After declaring bankruptcy in 2003, the venerable 142-year-old toy maker radically changed its business strategy. It shut down almost 40 branches, dumped mass-market toy lines, and went back to its roots with more special toys. In the final years before it went into bankruptcy, analysts felt the store's downfall came from carrying too many of the same toys as discounters like Wal-Mart.

Now, "This store is full of toys you can't find just anywhere," everything from a 20-foot stuffed giraffe to custom-made dolls to a Hot Wheels factory, FAO spokeswoman Kim Richmond told UPI. In fact, about half of the store's toys are exclusive to FAO's two stores in New York and Las Vegas, and the rest are limited-distribution items.

The store carries both ultra-modern products like Segways and long-standing favorites like baby dolls.

FAO "has a talent for taking traditional items and making them unique," Richmond said.

For instance, aspiring young designers can send their outfit designs to the store's couturier, which four weeks later will send back the finished clothing for $800 and up.

"The best part is that the tag inside the clothing features the child's name," Richmond said.

Dog-lovers can choose from nine breeds of American Kennel Club-certified plush dogs and puppies, that come with registration papers, for between $20-$45. After finding their dream dog, kids can "breed" their dogs online. In two weeks, a new puppy -- along with its own registration papers -- is delivered to the child's home.

At the Madame Alexander doll-designing station, kids choose the hair, eye, and skin color of their doll, as well as the hairstyle, and can make a doll that looks just like them. The doll comes dressed in an FAO Schwarz nightie. Kids can put together an outfit for their new twin with pieces that cost $10-$25.

Across the aisle can be found Tyler Wentworth dolls, young-lady dolls and ready-to-wear haute couture creations by FAO's virtual young designer Tyler Wentworth. Nearby, girls can browse the store's collector Barbies. This year's Bridal Barbie wears a white gown and accessories by designers Badgley and Mischka.

FAO is also an ideal place for toy inventors and small toy distributors to sell their toys, since they don't have to mass-produce their creations. Toy inventor Ed Rubin spent hours explaining and signing copies of a his nonstop-spinning top Topnosis for kids and parents. In another part of the store, Howard Stone demonstrated the Dipper Do, a super-performing paper airplane invented by his father Robert.

In FAO Baby, one hugely popular seller is the "Two in One Cruisin' Rockin' Duck" a yellow-plush rocker and ride-on duck for baby.

Upscale FAO Baby gifts for new arrivals include silver rattles and toothbrushes. The fashion-conscious mother can parade her child in baby carriages by Silver Cross and Kate Spade.

The store also still carries luxury gifts for the outlandishly rich. Aspiring sports-car drivers will love the gas-powered kid-sized red Ferrari with working odometer and tachometer, audio system and leather interior, which will set gift givers back $50,000. For $10,000, 10 or 12 kids can enjoy a birthday party or an "ultimate sleepover," right in the store. Not only will FAO close the store early, but kids can do all kinds of fun things, from shop till they drop to ordering pizza.

Lucky kids with FAO Schwarz Signature $50,000 and $100,000 gift cards are picked up in a chauffeured limousine, assisted by a personal shopper, treated to ice cream bonanzas at the store's ice cream parlor, and given a Vespa scooter. The young thrill-ride fan can take home an aviation-quality 3-D motion simulator for $300,000.

Expensive and ultra-expensive items, though, are the exception.

"The average price of our toys is $20," Richmond said. "We want everyone who comes to FAO Schwarz to be able to leave with something."

Indeed, kids who can't afford their own motion simulator or video game can play with them in the store for a small fee. It's $5 for a ride in the motion simulator, and $5 for 10 tokens that kids can use to play the video, foosball-ball and other games in FAO's basement-level Rec Room. And budding car aficionados can design their own Hot Wheels car for $20 at a computer in the store where moments later, their car will be delivered directly to them.

Penny-pinchers can use their stacking skills to get more Megablok for their buck. Customers can grab a bag and for $30 take home as many blocks as they can fit in the bag, in some or all of the colors FAO carries.

Moreover, all toys come with batteries, gift-wrap is complimentary, and a multilingual concierge assists tourists from around the world.

But there's more to see besides toys. History buffs can view an exhibit of beautifully designed FAO Schwarz catalogue covers dating back to 1923. The store also houses an antique toy exhibit with everything from a general store to to tin toys, as well as a resident toy historian who reportedly traveled the world to collect the items.

In some cases, it's playing with toys that becomes the attraction. Upstairs, kids slid, stood and scampered across the 22-foot dance-on piano featured in the Tom Hanks movie "Big." But every 10 minutes or so, dancers such as Chris Mali and Tym Byerz reenacted the scene where Tom Hanks and Robert Loggia play "Chopsticks" with flying feet. Downstairs, magicians like Stewart Palm (his stage name) delight children with card and other magic tricks.

Dressed as nurses in white dresses and caps, Lorraine Smyth and Stacy Sanker helped little girls choose their new baby from those in the Lee Middleton Newborns Nursery, and had them sign contracts where the new mommies pledge to meet their responsibilities.

On average, Smyth said, they adopt out 100 babies a day.

But what if the nursery is empty?

"We tell them the stork is bringing more," Smyth said.

Such employees weren't found by chance, Richmond said. The store actually auditioned candidates for the 20-odd positions.

"We had them get up on a stage, pick one of 20 toys, and sell it to us," she said.

No visit to FAO Schwarz would be complete however without a visit to the store's candy store and ice cream parlor, FAO Schweetz, where shoppers can rejuvenate with a $100 'Volcano,' a 26-ounce Belgian chocolate volcano and 12 scoops of ice cream, decorated with candy 'rocks,' hot fudge and caramel.

Some of this reporter's favorites? FAO's white tiger cub, scented colorful soap that can be molded like dough, and kits with which kids can make their own reusable clothing decorations.

---

(Photos available: WAP2004121799, WAP2004121798)