Viking Magic
Viking Magic is a privately held, family-run manufacturer and online retailer of handcrafted professional magic apparatus (card magic, coin vanishes, mentalism devices, stage illusions, collectibles) serving professional magicians, hobbyists, and collectors worldwide via Shopify DTC and a wholesale dealer portal.
- Company typePrivate
- Founded1972
- HeadquartersEdinburg, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Viking Magic does
Viking Magic (legal entity VMCW, LLC dba Viking Mfg. Co.) is a privately held, veteran-owned manufacturer and retailer of handcrafted magic apparatus, founded in 1972 by George and Carol Robinson in McAllen, Texas, and currently headquartered at 4619 S. Bus. Hwy. 281 in Edinburg, Texas. The company traces its operational heritage to Haenchen & Co., established in 1931, and has consolidated a dozen historic magic brands over five decades — including Haenchen & Co. (1976), Brema & Co. (1978), Massey Magic Co., Berg/Okito Line, Snyder Magic, and Collectors' Workshop (2000) — into the VMCW, LLC umbrella. The firm operates a single physical workshop where it produces 100% handmade props spanning close-up magic (card effects, coin vanishes, ball multiplications), mentalism and prediction devices, stage and parlor illusions, bizarre/fantasy props, flash effects, silks, books, and DVDs, using brass and exotic woods (walnut, tigerwood, padauk, black poplar burl) with precision-engineered hidden mechanisms.
The catalog exceeds 1,083 products, with individual prices ranging from approximately $2.15 for accessories such as Silk Hanks to over $15,000 for premium collectible items, and includes limited-edition collectible drops under the Damir series and the Collectors' Workshop sub-brand. Notable proprietary mechanisms include the Chest of Nostradamus, Badlands Bob, QuartOkito Coin Vanish, Wizard Coin Cups, Mental Epic Deluxe, and the Zodiac brass box. The firm operates a hybrid go-to-market combining direct-to-consumer e-commerce on a Shopify-powered storefront (vikingmagic.com), a dedicated wholesale portal (vhmagic.myshopify.com) for dealers and retailers, and third-party distributors such as Murphy's Magic. Customer segments span professional magicians, hobbyists, magic collectors (a primary segment for the Vault/collectible line), magic schools (e.g., McBride's Magic & Mystery School), and wholesale dealers, with worldwide shipping via FedEx, UPS, Priority Mail, Global Priority Mail, and DHL. Revenue mechanics are entirely transactional (one-time product sales and gift cards) with no subscription, licensing, or recurring component.
Viking Magic firmographics
Firmographics- Name
- Viking Magic
- Legal name
- VMCW, LLC dba Viking Mfg. Co.
- Website
- https://vikingmagic.com
- Company type
- Private
- Founded year
- 1972
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Viking Magic is a privately held, family-run manufacturer and online retailer of handcrafted professional magic apparatus (card magic, coin vanishes, mentalism devices, stage illusions, collectibles) serving professional magicians, hobbyists, and collectors worldwide via Shopify DTC and a wholesale dealer portal.
- Ownership category
- akta.pro rank
Viking Magic industry classification
Industry- Product category
- Magic Apparatus & Props
- NAICS
- Gift, Novelty, and Souvenir Retailers (459420), Hobby, Toy, and Game Retailers (45912)
- SIC
- Costume Jewelry & Novelties (3960)
- akta.pro primary industry
- Vintage & Antique Collectibles Retail (CRALAGAE)
- akta.pro secondary industry
- Entertainment Memorabilia Retail (Film/TV/Music) (CRALAGAJ)
Keywords
Where Viking Magic is headquartered
LocationHeadquarters
- HQ city
- Edinburg
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Viking Magic business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Product Sales: One-time purchase revenue from selling magic props, apparatus, accessories, books, and DVDs directly to magicians and collectors through their e-commerce platform.
- Gift Cards: Viking Magic gift cards sold in denominations of $10, $25, $50, and $100, providing flexible gifting options for customers.
- Wholesale Distribution: Wholesale accounts for dealers and retailers to purchase Viking Magic products for resale.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Magic Props & Apparatus |
| One time/ perpetual license | Pay-as-you-go | Gift Cards |
| One time/ perpetual license | Multi-year contract | Wholesale Accounts |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Viking Magic product offering
Product offeringCore offering
Viking Magic manufactures and sells handcrafted, professional-grade magic apparatus and collectible props for magicians, mentalists, hobbyists, and collectors. The catalog includes close-up magic (card, coin, ball effects), mentalism and prediction devices, stage and parlor illusions, flash and special effects materials, magic books and DVDs, and gift cards. All products are made in-house using brass and exotic hardwoods, with the Collectors' Workshop sub-brand providing premium limited-edition pieces.
Product overview
Viking Magic (Viking Mfg. Co.) is a handcrafted magic apparatus manufacturer established in 1972, specializing in collectible and professional-grade magic props. The company operates The Collectors' Workshop as a sub-brand for limited edition and premium collectible items. The product portfolio spans close-up magic (card effects, coin vanishes, ball multiplications), mentalism and prediction devices (Mental Epic Deluxe, Chest of Nostradamus, Zodiac), stage and parlor illusions (Shooting Gallery), bizarre and fantasy props (Haunted Bottle, Samurai ring on sword), flash and special effects (Flash Paper, Ghost Glass), silk magic, books, and DVDs. Products are 100% handmade in their workshop with a focus on museum-grade craftsmanship, with some items produced in collaboration with partners like Batra Magic.
Differentiator
Problem solved
Functional benefit
Brands
- Collectors' Workshop: High-end collectible magic props and limited edition productions featuring exotic woods and precision mechanisms
- Collectors Workshop
- Batra/Viking Mfg.
Products and services
- Viking Magic Gift Card
Quantifiable outcome
- 95+ years of unbroken history in magic manufacturing
- +2 more outcomes
Companies that use Viking Magic
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles4 records
Viking Magic technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Viking Magic partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered strategic, core and minor.
- MS Batra MagicstrategicNew collaboration with George Robinson Jr. and David and Sunil Batra of MS Batra Magic for Limited Production Editions distributed by Viking Mfg. Co. Features products like Mental Epic Deluxe designed by Sunil Batra.
- Collectors' WorkshopcoreViking Magic acquired Collectors' Workshop on May 15, 2000, bringing their premium line of collectible magic into the Viking family. Collectors' Workshop is known for museum-grade, limited edition magic props with exceptional craftsmanship.
- Brema & Co. (The Magic Shop)coreAcquired in 1978 from Joseph Filderman (owner of CBS logo associated with Carl Brema & Son). This led to Viking's explosive entry into 'The Little Brasses' brass trick industry, reviving and excelling in brass trick manufacturing.
- Haenchen & Co.coreAcquired in 1976, Haenchen & Co. was established in 1931 by Fred and Vida Haenchen. This makes Viking-Haenchen one of the longest running Magic businesses in the U.S.
- Murphy's MagicminorMurphy's Magic is a vendor/distributor for Viking Magic products, selling items like the COLOR MATCH by Trickmaster through the Viking platform.
- Massey Magic Co.minorAcquired as part of Viking's expansion of magic holdings, adding to their stable of historic magic brands.
- Berg/Okito LineminorAcquired as part of Viking's brand portfolio expansion in the magic manufacturing industry.
- Resor Magic Co.minorPart of Viking's acquisition strategy to consolidate historic magic brands under the VMCW, LLC umbrella.
- Snyder MagicminorAcquired as part of Viking's expansion, bringing additional magic manufacturing rights and expertise.
Scale indicators5 records
Recent moves5 records
Expansion highlights5 records
Viking Magic competitors and assessment
Company assessmentDirect peers
- Tango Magic: Manufacturer and wholesaler of manipulation props, coin magic, and close-up apparatus. Comparable to Viking through core manufacturing of brass and wood magic mechanisms and wholesale-first distribution to magic dealers worldwide.
- Magic Wagon: Magic prop manufacturer specializing in close-up and stage effects sold through dealers and direct. Comparable to Viking's product categories and B2B/dealer-oriented distribution model in the magic supply chain.
- Vanishing Inc. Premium magic retail and prop manufacturer founded by prominent magicians. Closely comparable to Viking Magic in offering high-end apparatus, playing cards, and instructional content to professional and enthusiast segments via a curated DTC channel.
- Penguin Magic: One of the largest online magic retailers globally, selling tricks, props, and instructional material to magicians and hobbyists. Comparable to Viking through overlapping e-commerce-first DTC model and global shipping, though Penguin is primarily a retailer rather than a manufacturer.
- Theory11: Premium playing cards and magic prop producer known for design-forward collectible products. Comparable to Viking's Collectors' Workshop and limited edition collectible segment through similar focus on craftsmanship, scarcity, and enthusiast-driven DTC sales.
- Murphy's Magic: Major magic industry distributor and retailer selling props and tricks wholesale and direct. Directly comparable as a channel competitor and existing Viking distribution partner handling items like COLOR MATCH by Trickmaster.
- Stevens Magic: Long-established magic retailer carrying apparatus, books, and collectibles from multiple manufacturers. Comparable to Viking through overlapping catalog breadth and the same professional/hobbyist/collector customer base, though Stevens is retailer-led rather than manufacturer-led.
- Ellusionist: Designer and manufacturer of magic tricks, playing cards, and illusion props sold direct to consumers and dealers. Comparable to Viking through proprietary prop design, premium pricing, and a brand-positioned specialty e-commerce model.
Emerging players
- JoePorterMagic: Boutique magic prop manufacturer focused on premium handcrafted effects and playing cards. Comparable to Viking's Collectors' Workshop brand through limited-edition, craftsmanship-first positioning, though smaller scale and more recently established.
Regional players
- Alakazam Magic: UK-based magic retailer and distributor offering tricks and props to the European magic community. Comparable to Viking through similar product categories and dealer/wholesale model, but primarily serves UK/European geography.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Viking Magic social profiles
Digital presenceViking Magic financial estimates
Financial estimateRevenue estimate
Valuation estimate
Viking Magic leadership team
Management profileNumber of profiles
Profiles3 records
Viking Magic subsidiaries and ownership
Company hierarchySubsidiaries12 records
Viking Magic funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Viking Magic 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 Viking Magic
What does Viking Magic do?
Viking Magic manufactures and sells handcrafted, professional-grade magic apparatus and collectible props for magicians, mentalists, hobbyists, and collectors. The catalog includes close-up magic (card, coin, ball effects), mentalism and prediction devices, stage and parlor illusions, flash and special effects materials, magic books and DVDs, and gift cards. All products are made in-house using brass and exotic hardwoods, with the Collectors' Workshop sub-brand providing premium limited-edition pieces.
Is Viking Magic a public or private company?
Viking Magic is a private company. It is classified as family owned and is currently operating.
When was Viking Magic founded?
Viking Magic was founded in 1972. It employs 1 to 10 people.
Where is Viking Magic based?
Viking Magic is headquartered in Edinburg, United States, in the North America region.
How does Viking Magic make money?
Three revenue lines are on record. Product Sales are the primary driver. The others are gift Cards and wholesale Distribution.
Who are Viking Magic's main competitors?
Direct peers on record are Tango Magic, Magic Wagon, Vanishing Inc., Penguin Magic, Theory11, Murphy's Magic, Stevens Magic and Ellusionist. JoePorterMagic is listed as an emerging player. Alakazam Magic is listed as a regional player.
Does Viking Magic have an API?
No public API is recorded for Viking Magic.
What industry is Viking Magic in?
Viking Magic's product category is Magic Apparatus & Props. Its primary akta.pro industry code is CRALAGAE, Vintage & Antique Collectibles Retail, with a secondary code of CRALAGAJ, Entertainment Memorabilia Retail (Film/TV/Music). Its NAICS code is 459420 and its SIC code is 3960.