Murphy's Magic Supplies
Murphy's Magic Supplies is a wholesale distributor of magic tricks, playing cards, books, and DVDs, serving an approved global network of magic dealers and retailers. Founded in 1998 in Rancho Cordova, California, the company operates a dealer-only B2B model with 11,000+ SKUs including proprietary Studio Line and Black Label sub-brands.
- Company typePrivate
- Founded1998
- HeadquartersRancho Cordova, United States
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Murphy's Magic Supplies does
Murphy's Magic Supplies, Inc. is a wholesale distributor of magic products operating from Rancho Cordova, California since 1998. The company maintains a catalog of 11,584+ products spanning magic tricks, playing cards, books, DVDs, and digital downloads, sourced from preferred vendor partners and supplemented by proprietary in-house product lines branded as Murphy's Magic Studio Line and the premium Black Label collection. The product portfolio covers beginner through expert skill levels and is organized by performance setting (close-up, walk-around, stage/parlor, mentalism, gambling).
The company operates a strict B2B wholesale model, selling exclusively to approved magic dealers and retailers who must apply, meet minimum quarterly spend thresholds ($600/quarter or $2,400/year), and adhere to MAP policies. End consumers (magicians and hobbyists) are directed to the dealer network rather than purchasing directly. Revenue is generated through one-time wholesale transactions on physical and digital magic goods, with no disclosed subscription, licensing, or recurring revenue model. The platform includes online ordering with same-day shipping (orders before 4 PM PST), dealer center, vendor center, and developer center portals to automate multi-sided commerce.
Distribution is global, with approved dealer relationships across North America (USA, Canada, Mexico), Europe (UK, Germany, France, Spain), Asia Pacific (Japan, China, Australia, Singapore), and Latin America (Argentina, Brazil, Dominican Republic). The company ships via UPS, FedEx, DHL, and USPS. Marketing channels include the murphysmagic.com website, email newsletter (with 5-day free trick series), social media (Facebook, Twitter, Instagram, YouTube), the Magic News Flash industry platform, and trade events. The company is privately held with no disclosed external investment or ownership structure beyond an Inc. corporate entity in California.
Murphy's Magic Supplies firmographics
Firmographics- Name
- Murphy's Magic Supplies
- Legal name
- Murphy's Magic Supplies, Inc.
- Website
- https://murphysmagic.com
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Murphy's Magic Supplies is a wholesale distributor of magic tricks, playing cards, books, and DVDs, serving an approved global network of magic dealers and retailers. Founded in 1998 in Rancho Cordova, California, the company operates a dealer-only B2B model with 11,000+ SKUs including proprietary Studio Line and Black Label sub-brands.
- Ownership category
- akta.pro rank
Murphy's Magic Supplies industry classification
Industry- Product category
- Magic Products Wholesale Distribution
- NAICS
- Toy and Hobby Goods and Supplies Merchant Wholesalers (42392)
- SIC
- Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Arts, Crafts & DIY Hobby Supplies Distribution (CRAOAMAE)
- akta.pro secondary industry
- Collectibles & Trading Cards Distribution (CRAOAMAC)
Keywords
Where Murphy's Magic Supplies is headquartered
LocationHeadquarters
- HQ city
- Rancho Cordova
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Murphy's Magic Supplies business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Wholesale Magic Product Sales: Murphy's Magic generates revenue by selling magic products (tricks, playing cards, books, DVDs, downloads, accessories) exclusively to approved dealers at wholesale pricing. Dealers must meet minimum spend requirements of $600 quarterly or $2,400 annually.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Dealer Wholesale Pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Murphy's Magic Supplies product offering
Product offeringCore offering
Murphy's Magic Supplies is a wholesale distributor and manufacturer of magic products, including magic tricks, playing cards, books, DVDs, downloads, and accessories. The company sells exclusively to approved magic dealers and retailers worldwide at wholesale pricing, with minimum spend requirements of $600 quarterly or $2,400 annually. It also operates proprietary sub-brands — Murphy's Magic Studio Line (in-house innovations) and Black Label (premium professional-grade effects) — and curates Elite Brands from preferred vendor partners.
Product overview
Murphy's Magic Supplies is a wholesale magic product distributor operating primarily as a B2B (dealer-to-business) platform rather than a unified software product. The company's offerings are structured around multiple product categories and sub-brands: Magic Tricks (individual effects ranging from beginner to expert), Playing Cards (standard, custom, and collectible decks), Books (instructional texts), DVDs (video instruction), and Downloads (streaming and digital content). The portfolio includes proprietary sub-brands such as Murphy's Magic Studio Line (in-house innovations like Ether), Black Label (premium/certified effects like The Gift, Cube 3, Quantum Deck), and Elite Brands (curated vendor collections from partners like Kaufman & Co. and L&L Publishing). Products are also organized by performer type (Close Up, Street, Stage/Parlor, Walk Around, Gambling) and skill level. The company also operates specialized Dealer and Vendor Centers for business partner access.
Differentiator
Problem solved
Functional benefit
Products and services
- Magic Tricks Wholesale catalog of magic tricks and effects available for purchase by approved dealers, ranging across skill levels and performer types (close-up, walk-around, stage/parlor, mentalism, gambling, street, etc.).
- Playing Cards Wholesale distribution of standard, custom, and specialty playing cards for magicians, card enthusiasts, and collectors.
- Books Wholesale distribution of magic instructional and theory books from various authors and publishers in the magic community.
- Downloads Digital downloads including video instruction, streaming tutorials, and online access to magic product instructions sold wholesale to dealers.
- Murphy's Magic Studio Line Exclusive in-house sub-brand of proprietary magic innovations and products designed and produced by Murphy's Magic, including branded effects such as Ether.
- Black Label Premium sub-brand of higher-end, certified professional-grade magic products including The Gift, Cube 3, Quantum Deck, Revolution, Liquify, and other elite effects.
- Elite Brands Curated collection of products from preferred vendor partners distributed wholesale to dealers.
- Collectible Cards Specialty collectible playing cards with unique designs, artwork, and limited editions for collectors and performers.
- DVDs Instructional DVD products covering magic techniques, effects, and performances from various magicians and creators.
- Preferred Vendors Program Program of preferred vendor partners (Add Some Lemon LTD, Alan Wong, Big Blind Media, Gi'Mick Magic, Grupokaps Producciones S.L., Joel Dickinson, Julio Montoro, Kaufman & Co., L&L Publishing, Luca Volpe, Magic Dream, Matthew Wright) whose magic products are distributed through the Murphy's Magic dealer network.
Companies that use Murphy's Magic Supplies
Customer profileSegments2 records
Ideal customer profiles1 record
Murphy's Magic Supplies technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Murphy's Magic Supplies partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered preferred.
- Add Some Lemon LTDpreferredPreferred vendor on the Murphy's Magic platform, providing magic products for distribution through the dealer network.
- Alan WongpreferredPreferred vendor on the Murphy's Magic platform, providing magic products for distribution through the dealer network.
- Big Blind MediapreferredPreferred vendor on the Murphy's Magic platform, providing magic products for distribution through the dealer network.
- Gi'Mick MagicpreferredPreferred vendor on the Murphy's Magic platform, providing magic products for distribution through the dealer network.
- Grupokaps Producciones S.L.preferredPreferred vendor on the Murphy's Magic platform, providing magic products for distribution through the dealer network.
- Joel DickinsonpreferredPreferred vendor on the Murphy's Magic platform, providing magic products for distribution through the dealer network.
- Julio MontoropreferredPreferred vendor on the Murphy's Magic platform, providing magic products for distribution through the dealer network.
- Kaufman & Co.preferredPreferred vendor on the Murphy's Magic platform, providing magic products for distribution through the dealer network.
- L&L PublishingpreferredPreferred vendor on the Murphy's Magic platform, providing magic products for distribution through the dealer network.
- Luca VolpepreferredPreferred vendor on the Murphy's Magic platform, providing magic products for distribution through the dealer network.
- Magic DreampreferredPreferred vendor on the Murphy's Magic platform, providing magic products for distribution through the dealer network.
- Matthew WrightpreferredPreferred vendor on the Murphy's Magic platform, providing magic products for distribution through the dealer network.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Murphy's Magic Supplies competitors and assessment
Company assessmentRegional players
- Alakazam Magic: UK-based magic distributor and creator of magic products; operates comparable wholesale-plus-creator model across European markets where Murphy's also ships, but is geographically anchored.
Direct peers
- Theory11: Premium playing cards and magic accessories brand combining creator-produced content with retail distribution; comparable on collectible playing cards and dealer-tier sales channels.
- Penguin Magic: One of the largest online magic retailers/dealers offering tricks, DVDs, and downloads to consumers and resellers; competes with Murphy's for both consumer attention and dealer relationships across the same product categories.
- L&L Publishing: Magic book publisher and distributor to magic dealers; competes directly with the books/DVDs/downloads category at Murphy's and appears among Murphy's own preferred vendors — making it both peer and partner.
- Hank Lee's Magic Factory: Long-established magic dealer offering wholesale and retail distribution of tricks, props, and accessories; directly comparable as a multi-category magic supplier to dealers and performers.
- Ellusionist: Designer playing cards and magic accessories brand with broad catalog and creator partnerships; directly competitive on playing cards and custom deck distribution where Murphy's Memento Mori line plays.
- Stevens Magic Emporium: Established US magic shop/distributor carrying tricks, books, props, and downloads; comparable as a multi-channel magic distributor with both retail and dealer-facing operations.
- Vanishing Inc. Magic shop and creator of proprietary magic products (cards, tricks); combines retail/dealer distribution with in-house product development that parallels Murphy's Black Label and Studio Line strategy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Murphy's Magic Supplies social profiles
Digital presenceMurphy's Magic Supplies financial estimates
Financial estimateRevenue estimate
Valuation estimate
Murphy's Magic Supplies leadership team
Management profileNumber of profiles
Profiles1 record
Murphy's Magic Supplies funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Murphy's Magic Supplies M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Murphy's Magic Supplies
What does Murphy's Magic Supplies do?
Murphy's Magic Supplies is a wholesale distributor and manufacturer of magic products, including magic tricks, playing cards, books, DVDs, downloads, and accessories. The company sells exclusively to approved magic dealers and retailers worldwide at wholesale pricing, with minimum spend requirements of $600 quarterly or $2,400 annually. It also operates proprietary sub-brands — Murphy's Magic Studio Line (in-house innovations) and Black Label (premium professional-grade effects) — and curates Elite Brands from preferred vendor partners.
Is Murphy's Magic Supplies a public or private company?
Murphy's Magic Supplies is a private company. It is classified as unknown and is currently operating.
When was Murphy's Magic Supplies founded?
Murphy's Magic Supplies was founded in 1998. It employs 11 to 50 people.
Where is Murphy's Magic Supplies based?
Murphy's Magic Supplies is headquartered in Rancho Cordova, United States, in the North America region.
How does Murphy's Magic Supplies make money?
One revenue line is on record: wholesale Magic Product Sales.
Who are Murphy's Magic Supplies's main competitors?
Alakazam Magic is listed as a regional player. Direct peers are Theory11, Penguin Magic, L&L Publishing, Hank Lee's Magic Factory, Ellusionist, Stevens Magic Emporium and Vanishing Inc..
Does Murphy's Magic Supplies have an API?
No public API is recorded for Murphy's Magic Supplies.
What industry is Murphy's Magic Supplies in?
Murphy's Magic Supplies's product category is Magic Products Wholesale Distribution. Its primary akta.pro industry code is CRAOAMAE, Arts, Crafts & DIY Hobby Supplies Distribution, with a secondary code of CRAOAMAC, Collectibles & Trading Cards Distribution. Its NAICS code is 42392 and its SIC code is 5945.