Blackpool Magic Convention: Panic Mode, Passion & Pure Magic

There’s a very specific feeling that hits Alakazam HQ at this time of year.
It’s part excitement.
Part exhaustion.
And part “how many days until Blackpool again?”

Because once the calendar flips and Blackpool Magic Convention starts looming on the horizon, everything changes.

Around the office we jokingly call it product development season… although if we’re being honest, it’s probably closer to full-scale panic mode.

And we absolutely love it.

All Hands on Deck at HQ

In the weeks leading up to Blackpool, it’s very much all hands on deck. Every corner of HQ is buzzing. Product ideas that have been scribbled in notebooks for months suddenly become very real, very fast.

Designs are being finalised.
Manufacturing is in full swing.
Packaging artwork is being tweaked, adjusted, and tweaked again.
Tutorial videos are being filmed, re-filmed, edited, and polished.

There’s a strange kind of beauty in the chaos.

You’ll find prototypes scattered across desks, phones recording test performances, and conversations that start with “What if…” and end an hour later with “Right… we need to make this happen.”

Blackpool has a funny way of focusing the mind. Deadlines become immovable. Ideas either level up or get left behind. And the entire team pulls together with one shared goal: Be ready.

Why Blackpool Is So Special to Us

Every year, without fail, we aim to have between three and six brand new products ready to showcase at the convention. Not rushed ideas. Not half-baked concepts. Proper, real-world working material that we’re genuinely excited to put in performers’ hands.

Now here’s the interesting thing…

Some of the items you’ll see at Blackpool won’t actually be officially released until later in the year. And weirdly, that’s one of the things we love most about the convention.

There’s no immediate pressure to drop trailers or launch pages. No frantic “out now!” announcements. Instead, we get something far more valuable: Real reactions.

Blackpool gives us the chance to show material live, perform it properly, and capture those honest, unscripted moments when people see something for the first time. That kind of feedback is gold, and it’s one of the reasons the convention plays such a huge role in shaping what eventually gets released.

What You Can Expect at the Alakazam Stand This Year

So… what’s coming with us to Blackpool?

Quite a lot, actually.

This year’s lineup is one we’re incredibly proud of, and it spans multiple styles, skill levels, and performance environments.

🔹 A powerful new stage piece for the mentalist
Designed to play big, hit hard, and live comfortably in real working shows.

🔹 A packet trick that’s lived in my EDC for the past seven months
When something survives that long in your pocket, you know it’s special. Practical, visual, and just fun to perform.

🔹 A highly sought-after Rob Bromley classic
One that many of you have been asking about for a long time. Bringing this back feels particularly satisfying.

🔹 A brand new wallet from Simon Lipkin and The 1914
Beautifully thought out, elegant, and designed for performers who care about both form and function.

And that’s before we even get to the surprises.
Because yes… there are always a few things we like to keep under wraps.

Old Favourites, New Classics

Alongside the brand new releases, we’ll also be bringing along some of our newest items from the past year, as well as a selection of Alakazam classics that have stood the test of time.

Blackpool is a brilliant mix of discovery and rediscovery. Some people come hunting for the latest underground miracle. Others finally pick up something they’ve had their eye on for years. And often, the best moments happen when someone rediscovers an effect and says, “I forgot how good this is.”

Those conversations never get old.

First Time at Blackpool? You’re in for Something Special

If this is going to be your first Blackpool Magic Convention, let me say this clearly:

You are in for a few days you will never forget.

The scale of the event is hard to explain until you’ve experienced it. There is genuinely something happening every minute of every single day. Lectures, shows, sessions, late-night chats, impromptu performances in corridors… magic everywhere you look.

The lineup this year is absolutely incredible, covering everything from close-up and mentalism to stage, comedy, and beyond. Whether you’re a hobbyist, a working pro, or somewhere in between, you’ll find inspiration around every corner.

And then there’s the dealers hall.

The Dealers Hall: A World of Possibility

If you’ve never walked into the dealers hall at Blackpool before, brace yourself.

It’s a sensory overload in the best possible way.

Row after row of creators, innovators, and legends all under one roof. You’ll see more amazing products than you ever thought possible at a single convention. Some will change the way you perform. Some will spark new ideas. Some will simply make you grin like a kid in a sweet shop.

It’s where friendships are formed, late-night sessions are planned, and that one item you definitely didn’t plan to buy somehow ends up in your bag.

We wouldn’t have it any other way.

Come and Say Hello

So if you’re heading to Blackpool this year, please do make a point of stopping by the Alakazam stand.

Come and see what’s new.
Come and chat magic.
Come and tell us what you’ve been working on.

Whether you’re discovering us for the first time or you’ve been part of the Alakazam family for years, we’d love to see you.

Blackpool is busy. It’s exhausting. It’s chaotic.
And it’s one of the highlights of our entire year.

See you there.Latest Magic