Young and old alike discover new powers with Marvin’s magic tricks | City & Business | Finance

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And it’s not just the spirits that have marked their approval since, confirming Berglas’s magical touch as a performer and entrepreneur. Combining showbiz and business, its mission of “professional magic made easy” to make crafts more accessible and affordable for young people and hobbyists, appeals to fans, from toddlers to centenarians in 62 countries, from China to the States. -United.

But there is nothing Hey Presto! come up with a new trick and bring the product to market, which can often take up to a year.

Retail, online and TV sales of UK-developed sets (£ 10-30) approach £ 10million and include flagship customers such as toy paradise Hamleys, Selfridges, Harrods, Argos and FAO Schwarz of New York, as well as the online mainstay Amazon. .

Starting with a starter set for ages five to eight, they progress through the ages and experience compilations such as 60 Greatest Magic Tricks among the best-selling evergreens.

And in the digital age, the craft of magic knows more than a magical moment because its multitude of dimensions and its educational benefits are highlighted, now amplified by the changes in lifestyle since the lockdown that have led to record online sales.

“The magic is very visual in the way it creates astonishment. Digital and video provide a feast of opportunity, ”says Berglas, whose father David was a pioneer of television art.

“Young people can express themselves on social media platforms like YouTube and TikTok, then there are all the audiences that have been inspired by blockbuster movies, TV superstars and aspiring tricksters,” he explains. -he.

“Magic can help develop many skills – self-discipline, dexterity, presentation, logic and confidence, the ability to entertain, and for children the power to be special among family and friends.”

An app with bonus tips, developed before the pandemic to capitalize on going online, has been well received and has had a significant impact.

“We have award-winning augmented reality that brings magic to life. Our customers can scan the instruction booklet for video demos and tutorials and there are revolutionary tips for phones and tablets.

Marvin’s Magic has many employees who have developed their careers with the company over three decades and spellbinding product demonstrations by 70 in-store trained artists played a central role in promoting the company before the crisis. .

The lockdown temporarily ended that, but “the reopening of stores,” Berglas says, “even with social distancing, shows customers are coming back.”

With the Rubik partnership set to unleash the inner wizard in many more months to come, the Marvin’s Magic show is definitely underway and, who knows, might even float one day.


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