FAO Schwarz, under development by ThreeSixty Group, will return to New York City’s Rockefeller Plaza this November, according to the Wall Street Journal.

After a three-year absence from NYC and a purchase by ThreeSixty Group from Toys “R” Us in 2016, the toy retailer will return to one of New York’s iconic tourist destinations.

The new 20,000-square foot experimental space will host product demonstrations with employees and magicians, with employees dressing up as characters, such as toy soldiers.

The Rockefeller Plaza FAO Schwarz location is set to open in November and is the first of a series of planned openings to revive the brand.