What Magic does

Magic Inc., founded in 1926, is a privately held, family-run magic retailer and education company headquartered in Chicago, Illinois. It operates a brick-and-mortar shop at 1838 W. Lawrence Avenue staffed by professional magicians who provide on-site instruction immediately after purchase, supplemented by a Shopify-hosted e-commerce platform at magicinc.net that ships globally.

The company's core product portfolio spans magic tricks (cards, coins, mentalism, rope, silk, stand-up), pre-packaged magic sets for beginners and children, instructional books and DVDs covering established curricula such as Card College and Tarbell, magic accessories (close-up pads, finger tips, silks, sponge balls, makeup), and proprietary Magic Inc. Publications — including the Ed Marlo series and exclusive releases that the company explicitly states are not available elsewhere. A pre-owned section further extends the catalog with used books, tricks, and videos.

Magic Inc. generates revenue across four streams: one-time retail product sales (priced from approximately $5.95 for a thumb tip to $495 for premium items such as Koch Sticks), professional services revenue from group and private lessons (Beginning Group Magic Classes for Adults at $250 for three sessions), recurring event revenue from the Jay Marshall Lecture Series (e.g., $30 for the Eric Jones Lecture) and the Summer Magic Camp ($249.50-$395, one week annually for ages 7-16), and digital product revenue from downloadable PDFs and gift cards ($25-$100). Its go-to-market is direct-to-consumer across both physical retail and e-commerce, with marketing conducted through the website, an Instagram presence (@MagicINCChicago), and an email newsletter ("Prestidigitate Now!"). Customer segments — beginner magicians (primary), experienced/professional magicians, children ages 7-16, and adult learners — are addressed through distinct product groupings and programs.

Name

Magic

Legal name

Magic Inc.

Website

https://magicinc.net

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

11–50 employees

Short description

Magic Inc., founded in 1926, is a Chicago-based family-run magic retailer and education company selling tricks, books, proprietary publications, accessories, and lessons to hobbyist and professional magicians and children through a physical store and worldwide e-commerce platform.

Ownership category

akta.pro rank

Product category

Magic Supplies & Instruction Retail

NAICS

Hobby, Toy, and Game Retailers (45912)

SIC

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

akta.pro primary industry

Toy Stores & Games Retail (CRALAIAF)

akta.pro secondary industry

Educational Supplies & Learning Toys Retail (CRALAIAL)

Keywords

• Magic tricks retail
• Magic instruction books
• Magic shop supplies
• Magic lessons classes
• Magic props accessories

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Others

Revenue model

1. Retail Magic Products: Sale of magic tricks, books, DVDs, accessories, and magic sets through both online store and physical retail location
2. Magic Lessons and Classes: Group and private magic lessons for adults, taught by professional magicians at the Chicago store
3. Events and Summer Camp: Jay Marshall Lecture Series featuring world-renowned magicians, magic shows, and Summer Magic Camp for children ages 7-15
4. Digital Products: Downloadable PDF tricks and books, and digital gift cards

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Magic Inc. is a family-run magic retail business operating a brick-and-mortar shop in Chicago and a worldwide-shipping e-commerce store. It sells magic tricks, books, DVDs, magic sets, accessories, and proprietary Magic Inc. publications, while also offering in-person magic lessons, the Jay Marshall Lecture Series, and a Summer Magic Camp for children.

Product overview

Magic Inc. is a brick-and-mortar and online magic shop based in Chicago that operates as a traditional retail/e-commerce business selling magic products. The product portfolio consists of magic tricks and props, pre-packaged magic sets for beginners and children, instructional books and DVDs, and magic accessories. The company also offers educational services including group magic lessons, private instruction, summer camps for children, and hosts the Jay Marshall Lecture Series featuring professional magicians. Magic Inc. publishes its own proprietary magic books and exclusive tricks unavailable elsewhere. The business operates both an online store and a physical retail location in Chicago where customers can purchase products and receive on-site instruction.

Differentiator

Problem solved

Functional benefit

Products and services

• Magic Tricks Individual magic tricks including card tricks, coin tricks, mentalism, stand-up magic, rope magic, silk magic, and novelty items for all skill levels from beginner to advanced.
• Magic Sets Pre-packaged magic kits containing multiple tricks and props designed for beginners and children, including brands like Fantasma Magic, Empire Magic Collection, and Marvel-themed sets.
• Magic Books Books covering magic techniques, theory, history, and instruction including Card College Series by Roberto Giobbi, Tarbell Course in Magic, Royal Road to Card Magic, and Magic Inc.'s own publications.
• Magic DVDs and Videos Instructional video content on DVD covering various magic disciplines including card magic, coin magic, mentalism, sponge ball magic, and performance techniques from instructors like Daryl.
• Magic Accessories Magic props and accessories including close-up pads, finger tips, flash products, rope, silks, sponge balls, mouth coils, reels, balloons, makeup, apparel, decks of cards, and jokes/novelties.
• Magic Inc. Publications Magic Inc.'s proprietary books and tricks, including the Ed Marlo series, Flying Monkey by Luis Carreon, and exclusive publications not available anywhere else. Also includes downloadable PDF tricks and books.
• Magic Lessons In-person and group magic instruction including Beginning Group Magic Classes for Adults (Thursday evenings January 22, 29, February 5 and Tuesday evenings February 24, March 3, 10, 2026), private lessons, and Summer Magic Camp for children ages 7-16.
• Events and Lectures Magic shows, the Jay Marshall Lecture Series featuring world-renowned magicians and mentalists, the Eric Jones Lecture and Workshop, and special events including adult magic classes and private classes.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered minor.

• MagicSmithminorOthersMagicSmith is one of the vendors whose products are featured and sold through Magic Inc.'s retail store and online platform.
• Nielsen MagicminorOthersNielsen Magic products are distributed through Magic Inc.'s retail and online channels.
• Royal MagicminorOthersRoyal Magic supplies magic tricks and accessories sold by Magic Inc.
• Viking MagicminorOthersViking Magic is a vendor whose products are available through Magic Inc.
• Bazar De MagiaminorOthersBazar De Magia products are distributed through Magic Inc.'s sales channels.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Emerging players

• Theory11: Lifestyle playing-card and magic-product brand with strong DTC and community positioning — partially overlapping brand-driven magic products and beginner-to-enthusiast customers.

Regional players

• Houdini's Magic Shop: Tourist-oriented magic retail shops in Las Vegas and Hollywood — comparable specialty magic retail and on-site demonstration, but serving destination foot traffic rather than Magic Inc.'s Chicago local/professional base.

Direct peers

• Penguin Magic: Large online magic retailer selling tricks, instructional downloads, and live lecture content — directly comparable as an e-commerce-first magic retail competitor with overlapping inventory and customer segments.
• Fun Inc. US magic manufacturer/wholesaler producing proprietary trick lines sold through specialty retailers — comparable magic products and dealer-channel business model from the supply side of the same hobbyist market.
• Murphy's Magic Supplies: Long-running US and UK magic supply retailer selling tricks, props, and books to amateur and professional magicians — directly comparable broadline magic retail catalog and customer base.
• Ellusionist: Online magic retailer and playing-card/trick brand serving beginner through professional magicians — directly comparable DTC competitor with overlapping SKUs (cards, props, instructional media).
• Tannen's Magic Shop: Long-established New York magic shop offering tricks, books, props, and on-site instruction — directly comparable as a legacy brick-and-mortar magic specialty retailer with a global customer base.
• Vanishing Inc. Magic retailer and publisher run by professional magicians with proprietary tricks, books, and a magic shop — directly comparable as a magician-founded retailer combining proprietary content with retail.

Others

• Genii Magazine: Long-running magic industry publication covering magic news, reviews, and techniques — adjacent ecosystem participant serving the same magician audience but in publishing rather than retail.
• Royal Magic: European magic manufacturer and supplier whose products Magic Inc. distributes — adjacent supplier relationship; relevant for sourcing-channel risk rather than direct competitive overlap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/MagicINCChicago
• Facebookfacebook.com/ChicagoMagicinc
• LinkedInlinkedin.com/company/majec-inc

Revenue estimate

Valuation estimate

Number of profiles

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 Magic