New York City Magic

Tannen's Magic Shop: The Legendary Hub of New York Illusion

New York, New York, United States

By the Wicked Cool Places editors · Published Wed, Mar 18, 2026 · Updated Fri, Aug 28, 2026

Why it’s cool

Serving as the city's longest-running magic institution since 1925, this shop has outfitted generations of legends with everything from 'pure smoke' to classic rabbit-producing hats.

Northeast Hidden Gem

A vintage magic shop interior with a Carter the Great poster, a row of lightbulbs, and drawers of magic supplies.

Hidden within a Herald Square office tower, there is a space where the impossible is packaged for sale. This isn't just a retail store; it is a repository of wonder that has survived nearly a century in the heart of Manhattan.

Why It Stands Out

Since 1925, Tannen's Magic Shop has functioned as the primary supplier for the city's illusionists, from street performers to world-famous stage acts. The inventory is a dizzying array of the surreal: invisible paint, smoke effects, and the "Emperor's Orange Box" sit alongside hundreds of variations of the iconic rabbit-producing hat.

Another specialized shop in the city with a unique inventory is The Evolution Store. The shop is meticulously organized by specialty, allowing visitors to browse dedicated sections for coin manipulation, dove tricks, and even knife-based illusions.

What truly sets the experience apart is the expertise of the staff. These aren't just clerks; they are practitioners who will happily demonstrate the mechanics of a trick if you’re curious about how it looks in action.

Its current location adds another layer of history, situated just down the hall from the Flosso-Hornman-Martinka store, a legendary spot once presided over by Harry Houdini himself.

Before You Go

You can find the shop in the Herald Square neighborhood. Beyond its role as a supply house, Tannen's operates as an educational hub, hosting magic camps and professional classes for those looking to master the craft.

Whether you are a professional looking for a new deck of cards or a curious novice wanting to see a billiard ball multiply before your eyes, the shop welcomes all levels of interest. It remains a unique destination for magic enthusiasts across the Northeast.

Questions worth answering

What kind of atmosphere should we expect when we visit?

It feels like a secret tucked away in a Herald Square office building. We consider it a hidden gem because you're walking into a century of illusionist history that most people walk right past.

Is the shop only for professional magicians?

We find it welcomes everyone from beginners to stage veterans. You can buy a simple deck of cards or sign up for professional classes and magic camps if you want to get serious.

What makes the inventory here different from a standard toy store?

The shelves hold specialized gear like the Emperor's Orange Box and smoke effects. You'll find dedicated areas for everything from coin manipulation to tricks involving live doves or knives.

Can we see how the tricks work before we buy them?

The staff here are practitioners who'll show you how a trick looks in action. They're known for performing live demonstrations of the inventory, whether it's multiplying billiard balls or specific illusions you're eyeing.

Visit Snapshot

The shop is located in Herald Square. If you are interested in a specific trick, the staff is known for performing live demonstrations to show you how a product works before you buy.

Inquire about their magic classes and summer camps if you want to sharpen your skills.

Location

New York, New York

Editorial source

Tannen's Magic Shop

Just a few of the items you can expect to find at Tannen's Magic Shop: Invisible paint, multiplying billiard balls, "pure smoke," the "Emperor's Orange Box," hundreds of versions of rabbit producing hats, magic canes, dice, and cards. All are conveniently divided by—what else?—type of magic: cigarette magic, coin magic, dove magic, knife magic, and so much more.

Tannen's Magic Store is New York's oldest operating magic shop and has been supplying magicians with tricks and style since 1925. Having sold items to nearly every famous magician for the last 90 years, the guys in Tannen's know the tricks of the trade—literally: If you have any reservations or are simply curious about a product, they’ll happily demonstrate its uses for you.

If perusing the store makes you want to be one of those famous magicians, they also offer magic camp and classes. The store's new location at Herald Square is also right down the hallway from the Flosso-Hornman-Martinka store, where its president, Harry Houdini, used to reside.