Do you believe in magic?

Ladies and gentlemen, the trick you are about to see is…magic toys consistently selling through at retail. From crayon-bright preschool kits to professional materials ideal for the budding performer, specialty stores count on the category as an important niche that's popular with all kinds of kids.

Magic is an especially strong choice for parents looking for toys that teach, says Roger Dreyer, CEO of Fantasma, New York. “This is one thing that's very beautiful about magic versus any other toy out there,” he says. “It helps in hand-eye coordination, it sparks a child's creativity, it improves public speaking skills, and it builds self confidence.”

Gerard W. Durning, vice president of sales and marketing at First For Magic, Grantsville, Md., agrees. “Parental approval of magic is high. It is a wonderfully interactive skill” for kids to develop, he says.

Jeff Franklin, owner of Be Beep–A Toy Shop in Severna Park and Annapolis, Md., also thinks magic has value. “When you watch how long it actually takes to master it, I think it's very good at teaching kids to stay with things and persevere, which is a life skill they don't encounter as much as they used to,” he says. Franklin carries Fantasma, First for Magic, Melissa & Doug and International Playthings.

At Discovery Depot in Cookeville, Tenn., the selection is “really diverse,” says owner Sherrie Cannon. “We have a whole magic section. We carry Melissa & Doug, Klutz, Marvin's, Fantasma, Schylling, International Playthings. We have a pretty good variety.” Cannon works with the local magic society to promote the category with customers. “People know that if they want something magic-wise to come see us.”

Magic also has a place at AbraKIDabra Toys in Cary, N.C. “I have an end-cap feature of magic stuff,” says owner Alan Cason. “I do pretty well with that.” Cason stocks the deluxe Melissa & Doug kit—“at $30 retail, it always sells even though it's a higher price point”—plus “good starter sets” from International Playthings and tricks from Toysmith's Marvin's Magic line.

Jeff Boldt, owner of A Planet's Wild in Muscatine, Iowa, also stocks Marvin's Magic as well as a number of other companies. “We've been doing very well with [magic],” he says. “I've got a four-foot section right at the top of the very first row, so it's very easy to see, and we've got a nice assortment of products.”

At Wind Up Here in Olympia, Wash., owner Joan Machlis stocks First for Magic, International Playthings and more in a special glow-in-the-dark room. “We've always had magic,” she says. The room “has black light and stars. It has kind of a mystique to it. It's fun.”

At Where'd You Get That!? in Williamstown, Mass., owner Michele Gietz sells “tons” of The Klutz Book of Magic, plus Marvin's Magic, Melissa & Doug, and Fantasma. Gietz praises Fantasma for clear directions and tricks that work as advertised: “They have magic kits for kids as young as 4 that can actually use them.”

Gietz is also fond of First For Magic's new Street Magic line: “It's fresh, a little bit of a different take. How can you go wrong?” Though the company's classic products—like the Stunning Magic line—are still the top sellers, Durning tells Playthings, Street Magic is coming into its own, due in part to the popularity of many street magicians, including David Blaine.

Durning also notes a growing popularity of magic among women and girls as well as younger kids. “Magic is traditionally a 'boys' area, however this has changed over the years, and more and more girls are taking an interest in magic,” he says. “There are more professional female magicians than ever before.”

This comes as no surprise to retailers; A Planet's Wild's Bolt says a number of girls have shown interest in the category, while Discovery Depot's Cannon says she sees a near-even split among boys and girls.

“Many girls are getting more involved” especially at younger ages, confirms Bill Bordegon, national sales manager for Toysmith, Auburn, Wash. “Play patterns of 5-, 6-, 7-year-olds are unisex many times with these products, so it's hard to say there's a gender slant.” The company offers a range of magic kits for ages 4 to 10, with an emphasis on kid appeal and ease of use, he says. “You get a sense of satisfaction every time.”