The story of Alakazam Magic is really a story about passion, friendship, and a lifelong love of magic.

Back in the early 1990s, I found it difficult to get hold of quality magic products, advice, and tuition. The internet didn't exist as we know it today, and finding good magic often meant travelling long distances, relying on mail-order catalogues, or waiting for conventions.

What started as a small venture quickly grew into Alakazam Magic. The vision was simple: create a place where magicians could not only buy great magic but also receive honest advice, learn from experienced performers, and feel part of a community.

Over the years, Alakazam evolved from a small magic business into one of the most recognised names in magic. Along the way, we've released hundreds of original products, worked with some of the biggest creators in the industry, and built a reputation for quality, innovation, and customer service.

One of the things I'm most proud of is that Alakazam has always remained a family business. As the company grew, my son Harry became heavily involved, helping to shape the next generation of Alakazam. Today, the business is still driven by the same principles that were there from the start:

• 
  Release magic we genuinely believe in.
  
• 
  Treat customers like friends.
  
• 
  Support creators and innovators.
  
• 
  Help magicians become better performers.
  

In recent years, we've expanded significantly with projects such as The 1914, Print By Magic, Alakazam Unlimited, The Alakazam Academy, and our annual Alakazam Magic Convention, but the heart of the company remains the same as it always was.

The term "AlakaFam" wasn't created as a marketing slogan. It grew naturally from the incredible community that has formed around the company. Whether it's our monthly Open Days, Academy events, Unlimited members, convention attendees, or customers who have been with us for decades, there's a genuine sense that people are part of something bigger than just a magic shop.

More than thirty years later, seeing magicians perform something they've learned from us, meeting customers who have become friends, and watching the next generation discover the art of magic is still what makes it all worthwhile.

Alakazam has never really been about selling tricks.

It's always been about sharing the wonder of magic. ✨