About Us 

George Bernard Shaw ranked Houdini as one of the most important persons in the world. And nearly three-quarters of a century after his death, Houdini remains synonymous with the art of magic. Houdini performed illusions and escapes throughout Europe, the United States, Russia, and Australia, notwithstanding being the highest paid performer of his era, and an aviator, a fight fan, an inventor, a writer-author, and film maker. Houdini's Magic Shop offers magic tricks, gags, pranks and novelties with the theme of the late great Harry Houdini.

America's first magic shop existed in New York City before the turn of the century, and magic was performed in close-up style in the bars on Broadway as far back as the mid 1700's. It became a part of New York. Even Houdini operated a Magic Shop in New York. Houdini's Magic Shop creates that magic. Houdini's Magic Shop instill's excitement, wonder and a touch of the mysterious.

Accentuating the magic is the HOUDINI MUSEUM, with many Houdini items, including framed and autographed pictures and letters from the legendary Harry Houdini, and even authentic Houdini handcuffs and restraint device valued in the thousands. Full size stage illusions similar to those used in his show. Many more unique and "one of a kind" items and ephemera are on display in this unique retail exhibit.

Magic has been a universal art form that dates back thousands of years. It breaks all language barriers and has broad appeal to all ages and sexes. In a simple word, it is fun! Houdini's Magic Shop presents magic with a special twist - a performance with audience participation. Throughout the day, there is a free magic show for all guests and visitors. The specially scripted show is geared to capture the interest of all ages, with carefully selected magic tricks, gags and novelties having a strong family appeal.

Geno Munari opened the first Houdini’s Magic Shop in 1992 at the MGM Grand Adventure Theme Park after thinking the former Las Vegas haunt would be a good place to sell magic. Today, he owns five Las Vegas locations, plus one in San Francisco and one in Disneyland.

“Business has been good. We’re one of the few brick-and-mortar shops left in the whole world,” Munari said.

In 1993 the magic man began printing instruction booklets to sell with his tricks in an effort to differentiate himself. At the time he found out that magic tricks were being sold at a counter elsewhere in the theme park at cheaper prices. Concerned about his investment, Munari said he figured if he could make his tricks more valuable by explaining 50 different things to do with them, he could price his a little higher and stay in business.

“It worked out real well,” Munari said.

Eventually he purchased a printing press to make the pamphlets himself. Munari’s differentiation plan then snowballed into a second venture, Houdini Publishing.

“I looked like ‘I Love Lucy’ on the assembly line,” Munari recalled.

Today, his magic empire is housed in 10,000 square feet of office and warehouse space in Las Vegas. He’s also added video shorts with the sale of his tricks, which can be accessed with a code online.

“There’s much more competition now and everybody wants to be a Sunday magic shop owner (online). It didn’t used to be that way,” Munari said.

With close to 100 people in his employ, Munari still is passionate about his craft. His love for magic came at 12 when he was sidelined with a broken right leg. His father bought him a book about Houdini and Munari was hooked.

Today, he gleans enjoyment from his stores, which he described as “magic retail entertainment.”

“The amazement I see in people, watching people’s amazement and the wonder on their faces, I never cease to enjoy that,” Munari said.

In the future Munari plans to release a few of his products in major stores around the United States. He said there also are new locations on the drawing board, but couldn’t release specifics of either venture yet.

 Laura Carroll