American Magic Dealers Through The Years

Avalon

I have been in the world of Retail Magic for over 30 years. I have been privileged and honored to have rubbed elbows with many famous magicians and magic dealers over that time. Being a successful retail magician (yes, that's a thing} is not easy. There is a fine line between performing and selling that is hard to straddle. Most performing magicians can't handle the retail pressure because their strive to 'perform' is overwhelming. Another hindrance is the performers ego. Yes, retail magicians have huge egos, but in a different direction. Here are some famous American Magic Retailers over the last century and a half. I have met the players and I have heard the stories and I have lived the life.

Abbott’s Magic - Colon, MI

Founded in 1934 by Percy Abbott & Recil Bordner

Abbot's is One of the most iconic magic manufacturers in the world

Hosts of the annual Abbott’s Get‑Together, a convention that triples the town’s population and draws magicians globally

They are known for large‑scale illusions and distinctive props

Legacy: Abbott’s is synonymous with American magic manufacturing and small‑town magic culture.

Tannen's Magic - New York, N.Y.

Tannen’s Magic Shop was founded in 1925 by magician Louis Tannen, making it the oldest continuously operating magic shop in New York City.

From the beginning, it served as both a retail shop and a gathering place for magicians, quickly becoming a cornerstone of the northeastern magic scene. For over a century, Tannen’s has been a meeting ground for professionals, hobbyists, and young magicians. Its physical location has moved several times, but it has always remained in Manhattan. Today, it occupies a modest sixth‑floor suite on West 34th Street — intentionally understated, a space “for serious magicians,” as one observer put it.

Martinka & Company - New York, N.Y.

Martinka & Company was founded in 1877 by brothers Francis and Antonio Martinka, immigrants from Germany who had previously operated a conjuring and toy shop in Essen. Their New York City shop quickly became a hub for both the manufacture and performance of magic. The back of the store housed a workshop where illusions were built for the great magicians of the era, including Alexander Herrmann, Harry Kellar, Howard Thurston, and Houdini. Charles Joseph Carter (“Carter the Great”) was the owner in 1917. Harry Houdini purchased the shop in 1919, merging it with Hornmann’s Magic Company. Al Flosso, the “Coney Island Fakir” – bought the shop in 1939.

Magic Makers, Inc. - Sioux Falls, S.D.

A Major Producer of Magic Tricks, Training, and Instructional Media

Magic Makers, Inc. is a long‑running American magic company known for producing performance‑ready magic props, beginner‑friendly kits, and one of the largest instructional video libraries in the magic industry. They’ve been active for more than 25 years, supplying both hobbyists and working magicians with accessible, affordable material.

S.S. Adams - Neptune, N.J.

S.S. Adams: The Original American Prank & Magic Company

Founding & Early Breakthrough

S.S. Adams was founded in the early 1900s by Soren Sorensen “Sam” Adams, a Danish‑American inventor whose career began with a runaway hit: Cachoo Sneezing Powder. Adams discovered the sneeze‑inducing compound while working for a dye company, extracted it, and launched a business around it before expanding into a full novelty line.

After Sam Adams’ death in 1963, the company gradually lost momentum. But in 2009, Magic Makers, Inc. purchased the brand and revived many of its classic novelties, staying true to Adams’ original vision.

Houdini's Magic Shops - Las Vegas, NV.

Houdini’s Magic Shops in Las Vegas were not historical Houdini properties — they were the creation of Geno Munari, who built one of the most successful and distinctive magic‑retail empires of the late 20th and early 21st centuries. His shops blended performance, instruction, retail, and branding into a uniquely immersive magic experience. Munari trademarked the name “Houdini’s” for his shops, with the blessing of Sid Radner, one of the key custodians of Houdini’s legacy. This gave the stores a powerful identity rooted in magic history, even though they were not historically connected to Houdini’s own 1919 ownership of Martinka & Co.

Stevens Magic Emporium - Wichita, KA

Stevens Magic Emporium (SME) stands as one of the most influential magic dealers of the late 20th century — a hybrid of retail shop, publishing house, and cultural engine. Founded by Joe and Martha Stevens in 1973, the company quickly distinguished itself through its commitment to high‑quality apparatus, professional‑grade instruction, and a dealer’s voice that blended expertise with showmanship.

Magic Inc. - Chicago, IL

Magic Inc. began life as the Ireland Magic Company, founded in 1926 by Laurie L. Ireland, a respected magician, inventor, and early magic publisher .

The original shop stood at 109 N. Dearborn in the Chicago Loop, where it quickly became a hub for Midwestern magicians . After Laurie Ireland’s death in 1954, magician James “Jay” Marshall married Ireland’s widow, Frances Ireland, and together they took over the business . In 1963, the company was officially renamed Magic Inc. and moved to its long‑time home at 5082 N. Lincoln Avenue in Chicago .

Magic Masters - Atlanta, GA

Magic Masters was the definitive high‑gloss magic‑shop chain of the late 20th century — a retail experience built on theatricality, charisma, and the power of a perfectly delivered demonstration. Founded by Ken Fletcher in 1974, the company transformed a modest 6×8‑foot booth in Atlanta’s OMNI Mall into a nationwide network of upscale magic shops located in premier malls, resorts, and tourist destinations. Each Magic Masters store operated as a miniature stage. Demonstrators in tuxedos performed tight, high‑impact sets designed to stop foot traffic and convert astonishment into sales. The shops were known for their immaculate glass cases, polished branding, and a curated selection of tricks chosen for maximum visual punch. For many visitors, Magic Masters was their first encounter with “real” magic — a place where a Svengali Deck or Scotch & Soda felt like a doorway into a secret world.

Las Vegas Magic Shops - Las Vegas, NV

Under the banner 'Las Vegas Magic Shops' exists a constellation of retail spaces that, taken together, form one of the most distinctive magic‑commerce ecosystems in the world. These shops — scattered across casinos, malls, promenades, and resort corridors — blend performance, instruction, and souvenir culture into a uniquely Las Vegas experience. Whether tucked into the Tower Shops at the Stratosphere or glowing beneath the neon of the Strip, each shop contributes to a shared identity: magic as retail theater.

The brainchild of Perry Maynard, an entrepreneur who recognized that Las Vegas audiences crave astonishment at every turn, these shops serve tourists seeking their first trick, hobbyists looking for a new challenge, and working magicians who rely on the city’s professional suppliers.

Trickmaster - Myrtle Beach, SC

Trickmaster Magic is a contemporary magic manufacturer and distributor known for producing beginner‑friendly, high‑impact magic tricks designed for retail environments — from magic shops and novelty stores to theme‑park kiosks and online marketplaces. Their products emphasize visual clarity, ease of learning, and strong packaging, making them ideal for impulse‑buy displays and demonstration‑driven sales. The company’s catalogue spans classic close‑up magic, self‑working effects, gaffed decks, children’s magic, and novelty illusions. Trickmaster’s branding leans toward bold, colorful packaging and straightforward instruction, positioning their line as accessible entry points into the craft.

Owen Magic Supreme - Azusa, CA

Owen Magic Supreme is one of the oldest and most respected magic‑apparatus manufacturers in the world. Founded in 1903, the company became famous for producing high‑precision, handcrafted illusions used by top magicians in Los Angeles, Las Vegas, and internationally. It operated for more than a century in Southern California, including a long tenure in Azusa, CA.

The shop is known for its uncompromising craftsmanship — props built to last decades, with meticulous fit, finish, and engineering. Many performers consider Owen equipment the gold standard for professional magic.

Denny And Lee's - Baltimore, MD

Denny & Lee Magic Studio was the quintessential magician’s magic shop — a place built not for tourists or casual browsers, but for performers who lived and breathed the craft. Founded by Denny Haney, a full‑time professional magician and student of the great Harry Blackstone Sr., the shop became a sanctuary for serious magic study. Its shelves were dense with books, lecture notes, professional apparatus, and the kind of hard‑won advice only a working pro could give. Unlike the glossy mall‑demo shops of the same era, Denny & Lee cultivated a culture of rigor, mentorship, and respect for the art. Customers didn’t just buy tricks — they were guided toward the right material for their skill level, their style, and their goals. The shop’s ethos was simple: magic is a craft, and it deserves to be treated like one.

Hank Lee's Magic Factory - Boston, MA

Hank Lee’s Magic Factory was, for nearly four decades, one of the most influential magic dealers in the United States. Based in the Boston area, the company became synonymous with massive catalogues, exclusive releases, and a mail‑order operation that reached magicians around the world long before the internet reshaped the industry. At its height, Hank Lee’s was a household name among magicians — the place where professionals and hobbyists alike ordered new effects, tracked the latest releases, and browsed thick catalogues filled with everything from close‑up miracles to stage illusions. The shop’s blend of retail storefront, mail‑order empire, and exclusive product line made it a defining force in late‑20th‑century magic commerce