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About Magic Beans

Sheri and Eli Gurock

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.


We also sell baby gear and modern nursery furniture. Our selection in this part of the store reflects both on our experiences as parents as well as on experiences interacting with parents. Every time we work with an expectant family, we learn as much as we teach. There's no combination of products that works perfectly for every family, so our goal is to get to know our customers, and help our customers to understand their best options. We're total geeks when it comes to strollers, car seats, baby carriers, and all the other accessories you need for the first couple of years. We're proud of that.


Every Magic Beans store also includes a Playscape where our youngest customers can relax and sample our wares. We also host many unique in-store events ranging from storytime to crafts activities to Stroller Speed Dating.


Customer service is at the center of our universe. Everything we do revolves around how to make life easier for parents. If you haven't been completely and totally satisfied with your experience at Magic Beans, or if you just have ideas for how we can do even better, we want to know about it. Please share your feedback and contact us - Eli and Sheri read every e-mail personally.