82 SUPPLIER FOCUS MARVIN’S MAGIC Raise a Berglas…
Marvin’s Magic is gearing up for its 25th anniversary. Katie Roberts found out about his plans for the milestone and how the business has thrived for so long...
FOUNDED in 1987, Marvin’s Magic has the prestigious claim of offering the only magic products approved by The Magic Circle.
Those products are designed and created by a man whose background and passion for music is second to none. Founder Marvin Berglas’ father, David, a former Magic Circle president, has performed magic for a number of famous faces including Winston Churchill and the Rolling Stones. Having grown up with magic and showbiz surrounding him, Berglas first appeared on TV with his father at age five, and has performed to pop stars, sporting personalities and PMs. Berglas says: “Growing up with some of the most famous names in magic inspired me to perform, but it also made me think about ways that I
appeal of close-up magic tricks away from a formal theatre stage or TV. “There was no brand out there that offered a full range of tricks and that’s when I took the plunge. We now use our expertise to provide ‘retailtainment’ or ESP – Entertaining Sales Presentations.” The magic world has changed over the last 25 years, though, and Marvin’s Magic has had to adapt accordingly to keep ahead of the competition. Traditionally a boys product, the firm has seen a growing number of female customers of late. As such, the firm is launching Mizz Magic in its 25th anniversary year especially for girls. The range includes The Secret Magic Wand, The Secret Illusion Box and the Mysterious Dancing Lights.
I saw the reaction of customers and was taken aback by the universal appeal of close-up magic tricks away
from a formal theatre stage or TV. Marvin Berglas, Marvin’s Magic
could bring magic to the masses in a way that was fun and accessible. “When I was learning magic, it was a difficult hobby to get into unless you have the right mentor, the right information and props. I was fortunate to have my father but few other people are in that position.” So in 1987 the performer took his hobby a step further and established a retail empire which has gone on to expand into 75 territories and includes stores in Hamleys in London and Toys R Us in Times Square. Berglas explains the huge popularity: “Our magic tricks and sets enable anyone to try their hand at magic with little initial outlay.” It was while working as a
demonstrator in Hamleys that Berglas decided to set up his business. He says: “I saw the reaction of customers and was taken aback by the universal
FEBRUARY 2012
Further changes have taken place, as Berglas explains: “Magic today has taken on a whole new dimension, with the advent of the mega magicians and their high-profile stunts. However, my passion will always be to encourage as many people as possible to make magic their hobby and use it as a way to challenge and entertain themselves and others.” Marvin’s Magic has reacted to this new trend with modern product lines including the Mind Blowing series, covering everything from card tricks to mind reading stunts. Another is Marvin’s Unbelievable Magic range, which helps people of all levels master everything from special effects to miracle magic cards. Marvin’s Magic will also launch several trade initiatives at Toy Fair, which will mark the anniversary, so be sure to visit the stand.
25 THINGS FACTS ABOUT MARVIN’S MAGIC The firm will be targetting girls with its new Mizz Magic set
1. Products are sold in 75 countries 2. Over 22 million products have been sold to date 3. The firm’s youngest fan is three and the eldest is 97 4. The Drawing Board is the best-selling product, selling over five million units 5. In 1993, Berglas became Arsenal FC’s resident match day magician 6. In 1991, Marvin’s Magic products were the first and only to get The Magic Circle recommendation
7. The products regularly make Hamleys top ten selling products of the year 8. Celebrity customers include the Beckhams, Will Smith and Michael Jackson 9. 1991 saw the firm’s first international deal with a US party company 10. In 1994, 16,000 attended the first Marvin’s Magic weekend at The Barbican 11. In 1994, Berglas appeared in the Martin Clunes film, Staggered 12. In 2008, Berglas entertained President Mubarak in Egypt and Gordon Brown 13. Marvin has entertained the Barbarians rugby team on their past five visits to London
14. In 2000, Berglas was guest lecturer at the World Magic Congress in Lisbon 15. In 2001, the firm surpassed 100,000 members to the Marvin’s Magic Club 16. From 2000 to 2007, Berglas appeared on the big screen in Times Square twice an hour, 24 hours a day
17. In 2005, Berglas appeared at the Magic Castle in Hollywood 18. In 2006, Berglas became Member of the Inner Magic Circle with Gold Star 19. In 2007, Berglas and the firm appeared on ten cereal packs in the US 20. In 2008, Marvin’s Magic received Hamleys’ inaugural Supplier of the Year award 21. In 2009, the firm launched Freaky Body Illusions, which was nominated for a Dream Toys award
22. In 2011, Berglas represented GB at the Essential Magic Conference 23. Berglas features on one of 60 banners celebrating Arsenal’s 125th anniversary 24. Key retail milestones include: 1987 – launched magic shop in Hamleys; 1994 – QVC UK debut; 2000 – launched in Toys R Us International Flagship NY 25. This year marks the company’s 25th anniversary
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