Murphy's Magic Supplies

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.

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

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

• Wholesale magic supplies
• Magic tricks distribution
• Playing cards wholesale
• Magic dealer network
• Magic trick products

Headquarters

HQ city

Rancho Cordova

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core 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.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Twelve partnerships are on record, tiered preferred.

• Add Some Lemon LTDpreferredTechnology or IntegrationPreferred vendor on the Murphy's Magic platform, providing magic products for distribution through the dealer network.
• Alan WongpreferredTechnology or IntegrationPreferred vendor on the Murphy's Magic platform, providing magic products for distribution through the dealer network.
• Big Blind MediapreferredTechnology or IntegrationPreferred vendor on the Murphy's Magic platform, providing magic products for distribution through the dealer network.
• Gi'Mick MagicpreferredTechnology or IntegrationPreferred vendor on the Murphy's Magic platform, providing magic products for distribution through the dealer network.
• Grupokaps Producciones S.L.preferredTechnology or IntegrationPreferred vendor on the Murphy's Magic platform, providing magic products for distribution through the dealer network.
• Joel DickinsonpreferredTechnology or IntegrationPreferred vendor on the Murphy's Magic platform, providing magic products for distribution through the dealer network.
• Julio MontoropreferredTechnology or IntegrationPreferred vendor on the Murphy's Magic platform, providing magic products for distribution through the dealer network.
• Kaufman & Co.preferredTechnology or IntegrationPreferred vendor on the Murphy's Magic platform, providing magic products for distribution through the dealer network.
• L&L PublishingpreferredTechnology or IntegrationPreferred vendor on the Murphy's Magic platform, providing magic products for distribution through the dealer network.
• Luca VolpepreferredTechnology or IntegrationPreferred vendor on the Murphy's Magic platform, providing magic products for distribution through the dealer network.
• Magic DreampreferredTechnology or IntegrationPreferred vendor on the Murphy's Magic platform, providing magic products for distribution through the dealer network.
• Matthew WrightpreferredTechnology or IntegrationPreferred 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

Regional 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

• Xx.com/MurphysMagic
• YouTubeyoutube.com/user/murphysmagic
• Facebookfacebook.com/MurphysMagicSupplies/app_229816927176020
• Instagraminstagram.com/MurphysMagic

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Murphy's Magic Supplies