Penguin Magic, Inc.
Penguin Magic, Inc. is a privately held online retailer that sells approximately nine thousand magic tricks, instructional media, and performance supplies to professional and amateur magicians worldwide, and operates a creator partner publishing platform alongside its affiliated Penguin Foundation nonprofit.
- Company typePrivate
- Founded2002
- HeadquartersRancho Cordova, United States
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Penguin Magic, Inc. does
Penguin Magic, Inc. is a privately held Nevada-domiciled e-commerce company founded in 2002 that sells magic tricks, props, instructional media, and performance supplies through its website PenguinMagic.com. The company carries approximately 9,000 products spanning physical props (thumb tips, sponge balls, silks, playing cards, specialty decks), digital downloads, instructional DVDs, and a subscription offering. It self-claims to be the largest magic e-commerce shop in the world and ships globally via UPS and USPS from a Rancho Cordova, California warehouse, with a secondary office in Las Vegas and 11-50 employees.
The platform is built on standard e-commerce technology augmented by an instant digital download delivery system, per-product private discussion forums that connect buyers with creators, an extensive customer review system, and a Partner Program that lets outside magic inventors publish and sell on the storefront. Penguin handles creator-side fulfillment, payment processing, and shipping, paying 50% royalties on exclusive items. The site accepts Visa, MasterCard, American Express, Discover, and PayPal, supports phone and mail orders, and offers free shipping on US orders over $100 along with a price-matching policy.
Revenue is generated through four streams: one-time physical product sales across a $0.99 to $200+ price range, one-time digital download and DVD sales, subscriptions and promotional bundles, and creator royalty economics on the partner catalog. Customer segments are split between professional magicians and amateur enthusiasts as primary buyers, with children and young learners as a secondary persona, and a non-revenue relationship to critically ill children via the affiliated Penguin Foundation. The company is founder-controlled with no disclosed institutional investors, no funding rounds, no public listing, and no disclosed revenue figures.
Penguin Magic, Inc. firmographics
Firmographics- Name
- Penguin Magic, Inc.
- Legal name
- Penguin Magic, Inc.
- Website
- https://penguinmagic.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Penguin Magic, Inc. is a privately held online retailer that sells approximately nine thousand magic tricks, instructional media, and performance supplies to professional and amateur magicians worldwide, and operates a creator partner publishing platform alongside its affiliated Penguin Foundation nonprofit.
- Ownership category
- akta.pro rank
Penguin Magic, Inc. industry classification
Industry- Product category
- Magic Tricks and Performance Supplies E-commerce
- NAICS
- Hobby, Toy, and Game Retailers (45912)
- SIC
- Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Board Games, Card Games & Puzzles Retail (CRALAFAF)
- akta.pro secondary industry
- Board Game & Puzzle Specialty Retailers (CRALALAA)
Keywords
Where Penguin Magic, Inc. is headquartered
LocationHeadquarters
- HQ city
- Rancho Cordova
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Penguin Magic, Inc. business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Physical Magic Products: Sale of physical magic props, supplies, playing cards, and magic accessories. One-time purchase model with varying price points from a few dollars to over $200.
- Digital Downloads and DVDs: Sale of instructional magic videos, DVDs, ebooks, and instant downloads for magic instruction. Delivered digitally or physically.
- Creator Partner Royalties: Magic creators and inventors publish their tricks on Penguin's platform and receive royalties (50% for exclusive products). Penguin handles fulfillment, processing, and shipping.
- Subscriptions and Promotional Items: The company offers subscription options and promotional bundle deals like 'Choose 5 for $99' DVD deals.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free Items |
| Unit Pricing | Pay-as-you-go | Physical Magic Supplies and Props |
| Unit Pricing | Pay-as-you-go | Magic Supplies (Refills and Accessories) |
| Transaction based/ take rate | Monthly | Creator Partner Royalty Split |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Penguin Magic, Inc. product offering
Product offeringCore offering
Penguin Magic sells approximately 9,000 magic tricks and performance products directly to consumers through its own e-commerce website, including physical props, supplies, instructional DVDs, specialty playing cards, and instant digital downloads. The platform is also a third-party creator marketplace via the Penguin Partner Program, where magic inventors publish and sell products and Penguin handles fulfillment, processing, and shipping in exchange for a 50% royalty on exclusive items.
Product overview
Penguin Magic operates as an e-commerce platform for magic products, offering approximately 9,000 magic tricks and related items. The core offerings include physical magic tricks, instant digital downloads, instructional DVDs, and specialty playing cards. The platform is structured around several product lines: the main magic catalog with close-up, card, coin, levitation, mentalism, and stage effects; P3 Magic premium products; Penguin LIVE streaming events; a subscription service; and the Penguin Partner Program allowing creators to publish and sell their own magic products. Additional offerings include magic supplies like thumb tips, sponge balls, silks, and accessories. The company also operates The Penguin Foundation as a non-profit initiative bringing magic to hospitalized children.
Differentiator
Problem solved
Functional benefit
Brands
- The Penguin Foundation: Non-profit organization dedicated to bringing magic to critically ill children, funded by Penguin Magic, Inc.
Products and services
- Magic Tricks Catalog General catalog of physical and digital magic effect products covering close-up tricks, card tricks, coin tricks, levitation effects, mentalism, haunted magic, and stage magic, sourced from various creators via the Penguin Partner Program and direct relationships.
- Instant Downloads Digital magic content including instructional videos, ebooks, and downloadable effects that customers can access immediately after purchase through their Penguin Magic account.
- Magic DVDs Physical and downloadable DVD-format instructional content teaching magic techniques, routines, and effects from professional magicians.
- Playing Cards Specialty playing cards including marked cards, force decks, gaff decks, and premium deck collections for card magic performers.
- Magic Supplies and Refills Consumable and accessory supplies for magic performances including thumb tips, sponge balls, silks, elastic thread, card guards, and other props.
- P3 Magic (Premium Products) Premium-quality magic products and curated collections designated with the P3 tag, representing higher-end effects and props.
- Penguin LIVE Live streaming events and lectures featuring professional magicians performing and teaching magic in real time.
- Subscriptions Subscription service providing ongoing access to magic content, products, and exclusive deals.
- Penguin Partner Program Platform for magic creators and inventors to publish and sell their own magic products on Penguin Magic. Partners receive a 50% royalty for exclusive products, with Penguin handling fulfillment, credit card processing, and shipping.
- The Penguin Foundation Non-profit organization dedicated to bringing magic to critically ill children in hospitals worldwide, funded by Penguin Magic, Inc. Donates magic tricks and instructional DVDs to hospitals.
Companies that use Penguin Magic, Inc.
Customer profileSegments4 records
Ideal customer profiles4 records
Penguin Magic, Inc. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature3 records
Penguin Magic, Inc. partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- The Penguin FoundationcoreThe Penguin Foundation is a non-profit organization dedicated to bringing magic to critically ill children. Penguin Magic, Inc. (a Nevada Corporation) provides funding and support to the foundation. The foundation works by donating time, magic tricks, and instructional DVDs to hospitals around the world, helping sick kids learn magic to build self-confidence and social development.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Penguin Magic, Inc. competitors and assessment
Company assessmentRegional players
- Alakazam Magic: Alakazam Magic is a leading UK-based magic retailer and creator publisher specializing in card magic and downloads. It is a direct peer in product offering but primarily serves the European market rather than North America.
Direct peers
- Hank Lee's Magic Factory: Hank Lee's Magic Factory is one of the oldest continuously operating magic shops in the U.S., offering magic tricks, props, and collectibles. It overlaps with Penguin Magic's traditional magic retail and supplies categories.
- Theory11: Theory11 produces and sells premium playing cards, magic effects, and digital downloads with strong creator partnerships. It competes directly with Penguin Magic in the premium decks and downloadable magic effects segments.
- Ellusionist: Ellusionist is a long-established online magic retailer specializing in cardistry, playing cards, and magic tutorials. It overlaps directly with Penguin Magic's playing cards and card tricks categories, and serves a similar amateur-to-professional magician customer base.
- Murphy's Magic Supplies: Murphy's Magic Supplies is a long-standing U.S. magic distributor and retailer offering magic tricks, instructional materials, and wholesale services. It competes in the same retail and creator-distribution channels as Penguin Magic.
- MJM Magic: MJM Magic is one of the largest brick-and-mortar and online magic retailers in the United States, offering magic tricks, props, and supplies. It targets the same professional and amateur magician segments as Penguin Magic.
- Vanishing Inc. Vanishing Inc. is a leading online magic retailer and creator publisher with a similar business model — selling magic tricks, props, and downloads while partnering with top creators worldwide. It is Penguin Magic's closest direct competitor in the online magic e-commerce and creator-distribution space.
Emerging players
- 52Kards: 52Kards is a digital-first cardistry and magic education brand producing video tutorials and playing card products. It overlaps with Penguin Magic's playing cards and instructional content categories but focuses more narrowly on cardistry.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks1 record
Key highlights7 records
Customer concentration
Penguin Magic, Inc. social profiles
Digital presencePenguin Magic, Inc. financial estimates
Financial estimateRevenue estimate
Valuation estimate
Penguin Magic, Inc. leadership team
Management profileNumber of profiles
Penguin Magic, Inc. subsidiaries and ownership
Company hierarchySubsidiaries1 record
Penguin Magic, Inc. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Penguin Magic, Inc. 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 Penguin Magic, Inc.
What does Penguin Magic, Inc. do?
Penguin Magic sells approximately 9,000 magic tricks and performance products directly to consumers through its own e-commerce website, including physical props, supplies, instructional DVDs, specialty playing cards, and instant digital downloads. The platform is also a third-party creator marketplace via the Penguin Partner Program, where magic inventors publish and sell products and Penguin handles fulfillment, processing, and shipping in exchange for a 50% royalty on exclusive items.
Is Penguin Magic, Inc. a public or private company?
Penguin Magic, Inc. is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Penguin Magic, Inc. founded?
Penguin Magic, Inc. was founded in 2002. It employs 11 to 50 people.
Where is Penguin Magic, Inc. based?
Penguin Magic, Inc. is headquartered in Rancho Cordova, United States, in the North America region.
How does Penguin Magic, Inc. make money?
Four revenue lines are on record. Physical Magic Products are the primary driver. The others are digital Downloads and DVDs, creator Partner Royalties and subscriptions and Promotional Items.
Who are Penguin Magic, Inc.'s main competitors?
Alakazam Magic is listed as a regional player. Direct peers are Hank Lee's Magic Factory, Theory11, Ellusionist, Murphy's Magic Supplies, MJM Magic and Vanishing Inc.. 52Kards is listed as an emerging player.
Does Penguin Magic, Inc. have an API?
No public API is recorded for Penguin Magic, Inc..
What industry is Penguin Magic, Inc. in?
Penguin Magic, Inc.'s product category is Magic Tricks and Performance Supplies E-commerce. Its primary akta.pro industry code is CRALAFAF, Board Games, Card Games & Puzzles Retail, with a secondary code of CRALALAA, Board Game & Puzzle Specialty Retailers. Its NAICS code is 45912 and its SIC code is 5945.