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Indie Owned Magazine | 2009 Business Profiles

Magic Beans Press & Awards 2009


Indie Owned Magazine

"2009 Business Profiles"


We opened the doors to Magic Beans in July of 2004. The store location was formerly occupied by an Imaginarium, a "neighborhood" toy store chain owned by Toys R Us. Prior to the Imaginarium's opening, Brookline was home to three other independently owned toy stores and a KB Toys chain. The community was not able to sustain five different toy stores, and slowly the independents closed won. Then, Toys R Us announced that they were going to close the entire chain of Imaginarium stores throughout the country. Brookline would be left with nothing.


As Parents, we were so distressed. As entrepreneurs, we saw an exciting opportunity to build the kind of neighborhood toy store that would appeal to both parents and kids. We included baby gear as part of our offering, because we realized that Boston did not have any store with a comprehensive and thoughtfully edited selection of strollers, car seats and accessories.


As baby gear connoisseurs of sorts, we were particularly excited to include exception and hard-to-find products, along with outstanding advice and customer service. We have one of the best selections of strollers in the Boston area. People come from all over New England to see and test-drive our stroller selection . When we were designing the store, we were also very committed to the idea of a Playscape, a play area where people could bring their kids to play and never feel any pressure to buy. We also use that space for occasional classes, lectures, and birthday parties.

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