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What’s a “magalog” anyway?

It didn’t take more than a couple of weeks after we opened the first Magic Beans store for the first customer to ask for our catalog. A catalog!? We had a garage full of Legos and a basement full of Maclaren strollers. We definitely did not have a catalog.

Fast forward a couple of years later, and the idea no longer seemed so out of reach. Finally, in the fall of 2008 we put out a holiday catalog featuring all of our favorite toys, games, and gear. Our customers loved it, and we did it again in 2009. As we were starting to plan for 2010, we decided to try something new.

We decided on a magalog — wait,  a magalog? A magalog is part magazine and part catalog. We started with a list of great products we wanted to highlight, then we added some articles about topics that intrigue us as parents. We threw in some amazing photography and resources. But that’s all I’m going to say right now – after all, this publication is called “Surprises.”


There were photo shoots, late nights, ginger snaps, and editing, editing, editing — and now the very first issue of Surprises is at the printer. If you are on our mailing list, keep an eye out for it later this month. Not signed up yet? Click here before this Friday November 5 and we’ll add you right away.


  1. Good luck with your magalog! It’s always interesting to see how businesses use the magalog format to give customers something a bit more than a traditional catalog. Readers tend to love them, too, since it becomes something fun to read and pass along, not just look at for the products.

  2. Looking forward to Surprises!!

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