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.