Magic Beans

Magic Beans was founded in 2004 by husband and wife team Eli and Sheri Gurock. The Gurocks conceived the idea while Sheri was pregnant with her second child. They envisioned a retail experience designed for kids and optimized for parents, a place that would balance the fresh and new with the tried and true.

What will you find at Magic Beans? Good question. We sell a handpicked selection of toys for all ages, from a wide range of manufacturers. We believe that good toys come in all shapes, sizes and materials. Our customers represent a wide spectrum of parenting philosophies, and so do our products. We love that imagination doesn’t run on batteries, but we also know that sometimes a couple of batteries can elevate a toy to a whole new level of fun. When we are evaluating toys, we look for things that inspire creative interactions - between kids and the toy, between kids and kids, between kids and adults. Or all of the above.