P!Q (pronounced “pick”) toy and gift stores reflect the city that inspires them. Like New York, PIQ is unexpected, international, and a ready for a good time. With playful designs, witty books, irreverent novelties, designer toys, custom figures, and global treasures, everyone will find the gifts to make someone smile. The New York Times describes PIQ as "A new aspect in retail that's a mix of day-to-day with designer toys." PIQ is a division of the Sarut Group, with retail locations at Hudson Yards, Rockefeller Center, and SoHo in New York City.