What Vanishing does

Vanishing Inc. Magic is a privately held, for-profit e-commerce company founded by magicians Joshua Jay and Andi Gladwin (year founded reported as 2009 in firmographics and 2014 in secondary sources) and headquartered in Rancho Cordova, California, with 11-50 employees. The company operates what it self-describes as the world's largest magic store, selling physical magic props, playing cards, coin gimmicks, and physical/digital books alongside instructional video and ebook downloads spanning card magic, coin magic, close-up magic, mentalism, and stage magic. It serves professional and semi-professional magicians, hobbyists and students, collectors, and children's entertainers on a horizontal (skill-level) basis.

The core platform is an owned e-commerce storefront (vanishingincmagic.com) with instant digital-download delivery and a native iOS app (VI App) enabling streaming and offline access to purchased content. Its principal digital asset is the VI Masterclass — a subscription streaming platform with 400+ hours of exclusive lectures, monthly live Q&As, and a VI Studio library — supplemented by a large catalog reported across categories (e.g., 1,926 physical magic books, 1,514 mentalism products, 1,218 card magic downloads, 466 ebooks, 1,000+ props). The 2018 acquisition of Dan & Dave Buck's Art of Magic added 400+ exclusive downloads, deepening a proprietary content library.

Revenue mechanics are mixed: one-time purchases of physical products and individual digital downloads/ebooks (roughly $5.97 to $500+), a recurring Masterclass subscription ($1 trial then $50/month, auto-renewing), individual lecture downloads, and marketplace commissions on third-party creators' products. Go-to-market is product-led and direct-to-consumer via the storefront and app, reinforced by two physical retail stores (Disneyland, California and Pier 39, San Francisco), UK and US warehouses supporting free worldwide shipping, and a community-led motion built on owned conventions (The Session in London, Magifest in Ohio, The Retreat Hawaii/Greece) plus content marketing through a blog and the Insider Magic Podcast.

Name

Vanishing

Legal name

Vanishing Inc. Magic

Website

https://vanishingincmagic.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Vanishing Inc. Magic is a direct-to-consumer e-commerce retailer of magic tricks, props, playing cards, books, and instructional video/ebook downloads, plus a subscription Masterclass, serving professional magicians, hobbyists, collectors, and children's entertainers worldwide.

Ownership category

akta.pro rank

Product category

Magic Retail and Instruction

NAICS

Hobby, Toy, and Game Retailers (459120), Book Retailers and News Dealers (459210)

SIC

Retail-Hobby, Toy & Game Shops (5945), Books: Publishing Or Publishing & Printing (2731)

akta.pro primary industry

Books, Media & Entertainment Inventory-led Online Retailers (CRAFADAM)

Keywords

• Magic tricks retail
• Magic props and accessories
• Magic instruction downloads
• Playing cards and cardistry
• Magic educational content

Headquarters

HQ city

Rancho Cordova

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Physical Magic Products: Sale of physical magic props, playing cards, accessories, and trick devices. Products range from beginner-level items to professional-grade props, sold as one-time purchases through the e-commerce storefront and physical retail locations.
2. Digital Downloads (Video & Ebook): Instant digital delivery of video tutorials, streaming content, and electronic books. Downloads span card magic, coin magic, close-up magic, mentalism, and stage magic. Purchased as one-time buys and immediately accessible via account and mobile app.
3. Masterclass Subscription: Monthly subscription ($50/month after $1 trial) providing access to 400+ hours of exclusive lecture content, monthly live Q&As with lecturers, VI Studio streaming library, and monthly new lecture downloads. Auto-renews until cancelled.
4. Physical Magic Books: Sale of physical magic books and instructional texts, including VI Exclusives and titles from leading creators. 1926+ products catalogued.
5. Marketplace/Third-Party Product Sales: Commission-based sales of third-party magic products from independent creators and vendors, hosted on the Vanishing Inc. platform. Products include tricks, accessories, and books from hundreds of external creators.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Vanishing Inc. Magic operates an e-commerce platform selling physical magic props, playing cards, magic books, and digital downloads (video tutorials and ebooks) from independent creators. The company also runs a monthly Masterclass subscription service with 400+ hours of exclusive lecture content and organizes magic conventions including The Session, Magifest, and The Retreat Hawaii.

Product overview

Vanishing Inc. Magic operates a multi-channel magic retail platform combining physical products and digital content. The core offering is an e-commerce platform selling magic tricks, props, playing cards, and magic books from various creators. Digital products include the Masterclass subscription service (400+ hours of video lectures at $50/month), individual video downloads and ebooks covering card magic, coin magic, close-up magic, and mentalism. The company also operates physical magic conventions (The Session, Magifest, The Retreat Hawaii) and offers a mobile iOS app for content access. The platform curates products from independent magicians alongside VI Exclusives branded releases.

Differentiator

Problem solved

Functional benefit

Brands

• VI Masterclass: Monthly in-depth lecture series featuring world-class magicians with over 400 hours of content

Products and services

• Vanishing Inc. Magic E-commerce Platform A comprehensive online magic retail platform offering physical magic props, playing cards, downloadable magic tutorials, and subscriptions, self-described as the world's largest magic store. Targets individual magicians, hobbyists, and collectors.
• Vanishing Inc. Masterclass A monthly subscription service providing access to over 400 hours of exclusive magic lectures from world-class magicians, including monthly Q&A sessions and access to the VI Studio video library. $1 trial, then $50/month with auto-renewal.
• Magic Props

Quantifiable outcome

• Over 400 hours of exclusive Masterclass content available to subscribers
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered major and core.

• Dan and Dave Buck (Art of Magic)majorStrategic or Co-development Partner · 1 January 2018In 2018, Vanishing Inc. acquired Dan & Dave Buck's Art of Magic, making over 400 magic downloads available exclusively at Vanishing Inc. This acquisition significantly expanded the company's digital content library.
• MagifestcoreStrategic or Co-development PartnerVanishing Inc. is a co-organizer/sponsor of Magifest, an annual magic convention in Ohio featuring shows, lectures, dealers, and community events. Vanishing Inc. uses the convention to showcase and sell products.
• The SessioncoreStrategic or Co-development PartnerVanishing Inc. founded and organizes The Session, an annual magic convention in London focused on close-up magic, theory, and creators. It is a flagship community event for the company.
• The Retreat HawaiicoreStrategic or Co-development PartnerVanishing Inc. organizes The Retreat Hawaii, a destination magic gathering that serves as both a community event and product showcase.

Scale indicators12 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• MasterClass: Subscription video learning platform featuring world-class instructors; overlaps structurally with VI Masterclass as a subscription-based expert lecture experience, though across many categories rather than magic-only.
• Amazon (Books and Hobby Retail): Dominant generalist books and hobby retailer that competes with Vanishing Inc. on physical magic books and accessible beginner products, though without specialist curation or community.

Direct peers

• Theory11: Premium playing card and magic brand overlapping with Vanishing Inc.'s playing cards, props, and exclusive product categories, targeting cardists and magicians.
• Penguin Magic: One of the largest direct competitors to Vanishing Inc. in online magic retail, selling tricks, downloads, and instructional content to amateur and professional magicians worldwide.
• Magic Makers: Retailer of magic kits, tricks, and instructional products aimed at hobbyists and beginners, comparable to Vanishing Inc.'s beginner-friendly assortment and physical product lines.
• Tannen's Magic: Historic New York magic shop with a strong physical retail presence and online store, competing directly in magic tricks, books, and props for the professional and hobbyist community.
• Alakazam Magic: UK-based magic retailer and creator of instructional magic products, comparable to Vanishing Inc.'s mix of physical products, downloads, and exclusive creator content in the European market.
• Ellusionist: Established online magic retailer specializing in playing cards, cardistry, and magic effects, with comparable digital content and creator partnerships in the same hobby community.
• Murphy's Magic: Long-running wholesale and retail magic supplier selling physical tricks, props, books, and downloads to magicians, overlapping directly with Vanishing Inc.'s retail and creator marketplace.

Others

• Gumroad: Creator-led digital marketplace used by many independent magicians to sell downloads and ebooks directly — a structural disintermediation risk to Vanishing Inc.'s third-party marketplace and exclusive creator relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCiGkRlw/featured
• Facebookfacebook.com/vanishingincmagic
• Instagraminstagram.com/vanishingincmagic
• Xx.com/vanishinginc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 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 Vanishing