Ellusionist

What Ellusionist does

Ellusionist is a privately held, direct-to-consumer e-commerce retailer of magic products, founded by Brad Christian in 2001 and headquartered in Petaluma, California. The company sells physical magic tricks, specialty playing cards, beginner kits, accessories, and professional-grade props (priced from under $5 to over $335), serving a global base of hobbyists, amateur magicians, and performing professionals. Its catalog of 422 products spans card magic, coin magic, mentalism, digital magic, and natural-object magic, with proprietary and co-developed offerings from a roster of named creators including Daniel Madison, Les French Twins, Peter Turner, Eric Jones, Justin Miller, Ben Earl, and Magie Factory.

The company's technology stack centers on a Shopify-based storefront, worldwide fulfillment from a California warehouse, and MagicStream, a subscription video platform branded 'the Netflix of Magic' that streams hundreds of tutorials for $52-$129.50 per year. There is no disclosed proprietary software platform; the digital layer is primarily video distribution rather than AI- or software-driven products. Distribution combines DTC e-commerce, a wholesale program for retailers, and a brand-ambassador affiliate channel paying 20% commissions.

Ellusionist operates on a hybrid revenue model: one-time unit sales of physical and digital products, a recurring MagicStream subscription, licensing/royalty flows with creator partners (25% standard royalty, over $100,000 paid in 2022), and affiliate referral economics. The 2022 cost structure shows staffing above $1M, cost of goods near $1.5M, and marketing spend of approximately $282K, against an explicit $113K shipping-subsidy loss. The company is founder-controlled with Geraint Clarke as CEO and a team of roughly 9 staff, with no institutional venture backing disclosed.

Name

Ellusionist

Legal name

Ellusionist

Website

https://ellusionist.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Magic Tricks and Props

NAICS

Hobby, Toy, and Game Retailers (45912), Hobby, Toy, and Game Retailers (459120)

SIC

Retail-Hobby, Toy & Game Shops (5945), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Toy & Game E-commerce Specialists (CRALAFAL)

Keywords

• Magic tricks retail
• Playing cards
• Magic tutorials
• Beginner magic kits
• Mentalism props

Headquarters

HQ city

Petaluma

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Personnel, Marketing or Sales, Supply Chain

Revenue model

1. Physical Magic Products: Sale of physical magic props, kits, playing cards, accessories, and gimmicks. Products range from beginner kits ($99) to professional-grade devices ($200+). Products are shipped worldwide from their California warehouse.
2. Digital Downloads and Tutorials: Instant video tutorials and downloadable magic instruction content. The Magic Stream subscription provides unlimited streaming access to hundreds of tutorials.
3. Magic Stream Subscription: Annual subscription service offering unlimited video streaming access to magic tutorials, sleights, moves, and interviews from prominent creators. Marketed as 'the Netflix of Magic'.
4. Artist Royalties and Wholesale: Ellusionist pays artists royalties (25% standard) for products created in partnership. They also offer wholesale options for retailers and have paid over $100,000 in artist royalties in a single year.
5. Affiliate and Brand Ambassador Program: Brand ambassadors promote products and earn 20% commission on sales they refer. Top ambassadors earn thousands per month.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Ellusionist designs, curates, and sells physical magic props, playing cards, beginner-to-professional magic kits, and digital magic tutorials through its own e-commerce storefront and the MagicStream subscription service. The company collaborates with prominent magicians and creators to produce exclusive effects that are battle-tested in real-world performances before release. It serves both beginner enthusiasts learning magic for the first time and working professional magicians seeking advanced gimmicks and devices.

Product overview

Ellusionist is a magic tricks and playing cards e-commerce platform with a portfolio of physical products, digital downloads, and subscription services. The core offerings include individual magic tricks across categories (card magic, coin magic, mentalism, natural magic), specialty playing card decks, and comprehensive magic kits for beginners. The MagicStream subscription service provides unlimited video tutorials and is positioned as 'the Netflix of Magic.' Individual products range from beginner-friendly kits (How to Be a Magician Kit, How to Read Minds Kit) to professional-grade props and devices (Pyro Mini Fireshooter, Synaptic, Virtuoz). The platform also offers accessories, official merchandise, and the Value Vault digital content library. Products are sold at various price points from under $5 to $100+, with high-ticket professional items exceeding $300.

Differentiator

Problem solved

Functional benefit

Brands

• MagicStream: Unlimited video streaming subscription service for magic tutorials, described as 'the Netflix of magic'. Offers access to hundreds of magic tricks, sleights, moves and interviews from prominent magic creators.

Products and services

• MagicStream Annual subscription service providing unlimited streaming access to hundreds of magic tutorials, sleights, moves, and interviews from professional magicians. Marketed as 'the Netflix of Magic.' Compatible with any device that plays video.
• How to Be a Magician Kit Beginner magic kit containing over 47 tricks and 9 special props, including tutorials and covert props. Backed by a 90-day money-back guarantee and rated 4.9/5 stars with 179 reviews. Designed for adults and teens aged 10+ with no prior magic experience.
• How to Read Minds Kit Mentalism and mind reading magic kit featuring mind reading effects and psychological techniques. Best seller with 403 reviews and a 5.0/5 star rating.
• How to Control Minds Kit Advanced mentalism kit for controlling thoughts and predictions. 399 reviews with high ratings.
• Pyro Mini Fireshooter Remote-controlled fireball shooting device for stage magic performances. Features burst fire capability, 120 shots of ammo, a detachable wrist strap, and a rechargeable battery. Sold over 30,000+ units.
• Unreal Card Magic Comprehensive card magic masterclass by Ben Earl in collaboration with Studio52. Includes a premium deck, WTF Book, and unlimited video tutorials with 13+ hours of beginner-to-winner content.
• HACKER Digital magic effect using smartphones with creative lighting effects. Collaboration between Les French Twins and Jeet. 101 reviews.
• Venom Pro Mechanical ITR (Instant Tax Return) magic device redefined by Magie Factory and Arthur Chavaudret. Priced at $230.00.
• Virtuoz High-end magic device co-developed by Magie Factory and Chris Torrente. $260.00 (regular $360.95).
• Hydra Pro-level magic effect by Shameer Salim. 273 reviews.
• PeekSmith 3 Professional peek device by András Bártházi. Priced at $335.95.
• Playing Cards (Designer Decks) Specialty playing card decks including marked decks, gaffed cards, and designer collaborations such as Green Cohorts and Cohorts Playing Cards.
• Instant Tutorials Downloadable magic tutorials and video instruction content for learning specific tricks and techniques.
• Wholesale Program Wholesale stocking options for retailers interested in carrying the curated Ellusionist product catalog of magic tricks, playing cards, and kits for resale.

Quantifiable outcome

• 1,000,000+ people trained in magic since 2001
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core and minor.

• Studio52coreStrategic or Co-development Partner · 1 January 2023Collaborated on 'Unreal Card Magic' and 'Unreal Card Magic 2' products. Studio52 is a creative production partner for high-quality magic content creation.
• Les French TwinscoreStrategic or Co-development PartnerFeatured creators who have produced multiple products including Mozaic, HACKER (with Jeet), Lava Pad, Below, and Liquid Spectrum. Top-selling artists on the platform.
• Magie FactorycoreStrategic or Co-development PartnerCreator of Venom Pro and Virtuoz products. Co-developed Virtuoz with Chris Torrente. Produces high-end magic props and gimmicks.
• Chris TorrenteminorStrategic or Co-development PartnerCollaborated with Magie Factory on Virtuoz product, a premium magic device priced at $260-$360.
• Justin MillercoreStrategic or Co-development PartnerProlific creator with products like Divorce, Silky Trilogy, Lightspeed, Bold Project series, and Silver Dream. One of the most featured artists on the platform with 35+ products.
• Daniel MadisoncoreStrategic or Co-development PartnerProminent magician with 23+ products including Chaos Theory, Gone, Gamblers Cop, and Erdnase x Madison. Cited as saying 'Ellusionist changed my life.'
• Eric JonescoreStrategic or Co-development PartnerFeatured creator with products like Portal, Twizted 2.0, and the Metal series (Metal, Metal 3, Metal 4, Metal 5) focused on coin magic.
• Peter TurnercoreStrategic or Co-development PartnerTop creator with products including Numerator, Fraud, ASTRO, A Beginners Guide to Multiple Outs, and The Royal Road to Mentalism (with Mark Lemon).
• Brad ChristiancoreStrategic or Co-development PartnerFounder of Ellusionist and prolific creator. Products include How to do Street Magic, NINJA 1, Crash Course series, and King Rising Levitation. One of the most featured artists.
• Geraint ClarkecoreStrategic or Co-development PartnerCEO of Ellusionist and creator of best-selling products including How to be a Magician, How to Read Minds, MagicStream, Cohorts Playing Cards, and Killer Bees.
• Shameer SalimcoreStrategic or Co-development PartnerCreator of Hydra, ICEBERG, QR Genie, and collaborated with Geraint Clarke on CIPHER PRO (Android and iOS versions).
• Kelvin ChowcoreStrategic or Co-development PartnerCreator of Quiver, Quiver Plus, and Quiver Compact Index - coin magic products that are consistently bestsellers with high review counts.
• Ben EarlcoreStrategic or Co-development PartnerCreator of Unreal Card Magic and Primary Movement. David Blaine stated 'Ben's magic looks real. His movement is so fluid that everything feels effortless.'
• David BlaineminorOthersCelebrity magician who has provided quotes praising Ellusionist creators like Ben Earl. Not a formal partnership but provides credibility through endorsement.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Vanishing Inc. One of the largest online magic retailers and publishers of magic tricks, downloads, and playing cards. Direct competitor to Ellusionist, operating a similar DTC e-commerce model with exclusive creator content and a downloadable tutorial library (Vanishing Inc. Play).
• Penguin Magic: Long-standing online magic retailer selling tricks, downloads, and instructional DVDs. Direct competitor serving the same amateur and professional magician segments as Ellusionist with similar product breadth and creator partnerships.
• Murphy's Magic: Established wholesale and retail magic supplier serving magicians and dealers worldwide. Direct competitor in the magic e-commerce and wholesale distribution space, overlapping with Ellusionist's retail and wholesale offerings.
• Theory11: Premium playing card designer and magic producer with strong DTC brand. Comparable to Ellusionist's playing cards and branded magic product lines, with similar focus on curation, creator collaborations, and high-end aesthetic positioning.
• Alakazam Magic: UK-based magic retailer and creator platform selling tricks, props, and downloads. Direct competitor serving the same global magician audience with similar creator-driven product model, though geographically based in Europe.

Emerging players

• Big Blind Media: Magic production company focused on downloadable video content, DVD sets, and live event releases. Overlaps with Ellusionist's MagicStream subscription and downloadable tutorial offerings, though more narrow in physical product scope.
• L&L Publishing: Long-running magic publisher specializing in books, lecture videos, and downloads. Comparable in the educational/tutorial content layer of Ellusionist's MagicStream, though primarily book/DVD rather than streaming.
• MagicOrthodoxy: Boutique magic retailer and creator platform with curated, high-end magic products. Comparable niche positioning to Ellusionist's curated 'less is more' approach, though smaller scale.

Regional players

• Art of Magic: Established magic shop and online retailer based in Europe, selling physical magic props and supplies. Comparable in product category but focused primarily on European market.

Others

• Magic Stream / Creator Magic Streaming Platforms: Represents the broader streaming-content-for-creators category. While not a direct competitor, highlights the secular shift toward creator-driven digital content that could either supplement or disrupt Ellusionist's MagicStream model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UChKgsPL1MX5z_M33fYtOPKg
• Instagraminstagram.com/ellusionist/?hl=en
• Xx.com/ellusionist
• Facebookfacebook.com/ellusionist
• LinkedInlinkedin.com/company/ellusionist-com-magic-beyond-belief

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ellusionist