35 Years Strong: Families of Fallen FDNY Firefighters Enjoy Private FAO Schwarz Shopping Spree

FDNY-UFA Widows & Children’s Fund Continues Longstanding Holiday Tradition

On Sunday, Nov. 23, FAO Schwarz welcomed families supported by the FDNY-Uniformed Firefighters Association (FDNY-UFA) Widows & Children’s Fund for its annual holiday shopping spree, a comforting tradition now in its 35th year. The private event gives children who lost a parent in the line of duty a chance to shop, celebrate and make memories in a caring community.

Organizers closed the iconic toy store to the public so families could shop privately. Each child received a $200 gift card to spend however they wished, and attendees enjoyed holiday highlights including meeting Santa and taking a ride in the bucket of an FDNY fire engine around Rockefeller Center to see the city from above.

Moments of Joy and Remembrance

Photographs shared by FDNY-UFA on Instagram showed smiling families carrying large shopping bags and children gathered with Santa. The association described the event as offering “joy, comfort, and unforgettable memories,” calling it a lifeline for those who have experienced great loss.

"For decades, this event has been a lifeline for families who have endured tremendous loss, offering support, connection, and a reminder that the FDNY family always stands together," FDNY-UFA wrote in its Instagram caption.

Andrew Ansbro, president of FDNY-UFA, told local radio station 1010 WINS that the outing helps families begin the holidays with cheer and a sense of belonging. "Reminding them that they're not forgotten and they will always be a part of our family," he said.

Stories From the Day

Young attendees shared simple, heartfelt reactions. Six-year-old Charlotte told a reporter, "I saw Santa and I got a purse. It's good." Her eight-year-old brother Joseph noted a display case holding a firefighter's hat marked with the number 325 and said, "That's my dad's engine," referring to their father, Joseph Mulvey.

Fifteen-year-old Juliette, who lost her father Tommy Oelkers to a 9/11-related cancer in 2021, said the day is meaningful because it brings her together with peers who understand her grief. Longtime participant Eileen Bellew — whose husband John died at 37 in the 2005 Bronx tenement blaze known as "Black Sunday" — said her family has attended for two decades and now gives back by volunteering.

"As we received, we moved into giving," Bellew told the New York Post, noting that her four children now help run the event. Organizers say many children who attended as youngsters return as volunteers, continuing the tradition and reinforcing the FDNY community across generations.

More Than a Shopping Trip

Organizers and volunteers described the annual outing as more than a one-day treat: it is a community ritual that provides emotional support, continuity, and a way to honor the memories of firefighters lost in the line of duty while giving their families a joyful start to the holidays.