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About Us

Magic Beans co-owners, Sheri  hugging Eli around his shoulders from behind, both smiling up at the camera in Magic Beans Wellesley.

We created Magic Beans with the mission to make parents' lives easier and kids' lives more fun. How? By combining these two distinct yet complementary industries: baby gear and toys. They're so compatible, yet so rarely seen under one roof. It just made sense to us.

Magic Beans is the number one specialty baby and toy store in New England, but that status didn't happen overnight. Since 2004 to be exact. Ceaselessly working to reimagine the shopping experience and be full of surprises, we're known for our exceptional, well-trained staff and customer service that you just won't find anywhere else.

We have 2 brick and mortar stores in the Greater Boston area:  Our kid-friendly storefronts equipped with enthusiastic staff have become staples in their communities. Customers are truly at the center of our universe! Our priority was, and always will be, creating lasting relationships with you and your family. Magic Beans isn't just a place for pregnant parents to buy gear. It's your resource for life.

We're online, and we're online often. Magic Beans is at the forefront of social media in the baby gear and toy space. We were the first retailer in baby gear and toys to have a blog – 2006 was a simpler time–and most notably we run a YouTube channel that has over 15 million views. It's recognized by parents around the globe as their ultimate resource for baby gear reviews and comparisons.

With all this free time on our hands, we also biannually produce Drool Baby Expo. Drool is a consumer expo and shopping event designed for expectant and new parents in New England. We curate the top baby manufacturers in the US as well as dozens of local small businesses that are valuable resources for new parents.

Co-owners Eli and Sheri standing together at Drool baby expo.

Magic Beans was founded in 2004 by husband and wife team Eli and Sheri Gurock. The Gurocks conceived the idea while Sheri was pregnant with their second child. They envisioned a retail experience designed for kids and optimized for parents, a place that would balance the fresh and new with the tried and true.

What will you find in our stores? The short answer is baby gear, toys for infants to tweens, and nursery furniture. But we'll let our customers give you the long answer.

“Magic Beans is the place that your parents WISH they had when you were a wee babe. After VERY different experiences at some of the more popular "big box"-type stores, we found the staff here to be helpful, caring, engaging, and 110% willing to do whatever it takes to make sure that Mama & Papa understand and are comfortable with the products they sell.” - Jeremy N.

“If you're looking for strollers, go here. You can take each model they have out for a test drive and they even have a weighted baby doll to make the ride more realistic.” - Sarah G.

“I could actually physically place my son in different strollers to see which ones fit him the best, and I could ask the 434 questions I had about each stroller and their similarities and differences. I got lessons in folding and unfolding the stroller, didn't have to assemble it myself (they did that for free!) and learned how to use all of the features from a person instead of the manual.” - Sarah K.

“To be in an environment where both the customers and the salespeople are equally as passionate is so rare and lovely! Obviously, Magic Beans knows that their clientele is made up of both smart, discerning, experienced parents and lucky parents to be. But it truly seems that they care about each of their clients from the way they treat everyone like welcome VIPS.” - Lili I.

“I will always find my way back to Magic Beans.” - Roger M

“I get to show up at birthday parties and winter holidays after a trip to Magic Beans with a pile of well-made, quality presents like food replicas, archaeology kits, and indie games. And I am the most popular old person ever.” - Austin J. A.

Customer service person answering the phone and smiling at the camera in front of her computer

We love bringing the surprises and support to families across the nation on our award-winning website and unofficial seventh store, Nearly 80% of our orders are shipped outside of New England! The spirit of our store staff is spread nationally thanks to our exceptional customer service. Through live chat, phone, or video even video chat, we welcome any and all questions to support you on your baby gear journey. The free shipping on orders over $49 is just a little extra bonus.

Mother holding baby in a Magic Beans store, both looking at and touching  a lamaze flip flap dragon.

Powered by MyRegistry, the leading universal registry service, the Magic Beans baby registry brings simplicity and peace of mind to one of the most exciting–and often hectic–events of your life. You don't have time to sift through thousands of products to determine what's the best for your baby. We've already done that, and it's called Magic Beans! Rest assured that we only sell the best and safest products so you can create the most efficient registry possible. With a lifetime of support and a 10% completion discount, the VIP registry treatment doesn't end with your baby shower.