It is with a heavy heart that we announce the closure of Magic Beans, effective immediately. After much consideration and evaluation of our current financial situation, we have come to this difficult decision. Magic Beans has been a beloved part of the community for over a decade, and we are grateful for the unwavering support of our customers throughout the years. We have always strived to provide a magical and unique shopping experience, offering a wide range of products and services for children and families. Unfortunately, the ever-changing retail landscape, combined with the recent economic challenges, has made it increasingly difficult for us to sustain our business. Despite our best efforts to adapt and evolve, we have reached a point where it is no longer feasible to continue operations.

Magic Beans baby store to close final storefront

Magic Beans, the toy and baby gear store that has catered to the needs of new and expectant parents for nearly two decades, announced Wednesday that it would shutter its sole remaining storefront.

The decision to close up shop in Wellesley’s Linden Square comes as the store’s lease is set to expire, Eli Gurock, who owns Magic Beans with his wife, Sheri Gurock, said in an email to customers.

“When Sheri and I started Magic Beans, we were in our twenties, and our two older kids were babies,” Gurock wrote. “Now they are in college, and our youngest is in high school. It feels like it’s time to turn the page.”

Magic Beans has been scaling back its retail operations in recent years. It closed its Cambridge location in Huron Village in June of this year, and in 2020, it shut down its original location in Brookline’s Coolidge Corner. The brand also had locations in Boston’s Prudential Center and in Hingham that, too, have both gone dark.

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Magic Beans has made its mark not only as a stalwart for strollers and car seats, but also as a social media darling, with its YouTube channel racking up more than 70,000 subscribers for its video breakdowns and reviews on all things baby gear.

Since 2011, Magic Beans has also produced the Drool Baby Expo, an annual convention featuring dozens of tot-focused vendors. (The 2024 expo is slated for March 21, 2024, at the Westin Boston Seaport District hotel, according to its website.)

Hordes of well-wishers expressed disappointment about the brand’s closure on social media, sharing their memories of shopping for their little ones or turning to the YouTube videos for counsel.

“I don’t know how we could have survived the baby years without you!” wrote a onetime Brookline shopper on Facebook.

“Going to miss your YouTube videos. They guided us so much with deciding on products while pregnant,” wrote a user on Instagram.

Gurock intends to keep the Wellesley location open through the holidays, he wrote in his email, with inventory continuing to be restocked. Closing sale events will be held in the coming weeks, he added.

And there could be hope yet for a rebirth: The husband-and-wife duo are “open to speaking to potential buyers,” Gurock wrote.

Dana Gerber can be reached at [email protected]. Follow her @danagerber6.

Farewell to Huron Village

We are writing to let you know that after many wonderful years in Huron Village, we have made the difficult decision to close this Magic Beans location. It has been an incredible experience getting to know the community for the last 14 years. We’ve loved watching your children grow up, and we are so grateful for the support you have shown us. It has been an honor and a pleasure to be your local toy and baby gear store.

While we are sad to be leaving, we want you to know that it is the right decision for Magic Beans. As a small business, running multiple locations at this particular moment is proving to be quite challenging. By simplifying our operations, we can continue to provide the best possible service and experience for our customers. We are feeling hopeful about the future.

Fortunately, our Cambridge crew, Mia and Tom, will be moving over to our Wellesley location. We know how much they love our customers in the Cambridge/Huron Village community, and we hope you will visit them in Wellesley.

And if you can’t make it out to Wellesley, please visit our website at mbeans.com.

We understand that our departure will leave a void in the community. We are so grateful for your loyalty and for supporting small businesses like ours. We will miss the other merchants in Huron Village and the community as a whole. Our landlord Marc has been absolutely incredible over the past 14 years. It is rare and wonderful to have a property owner who cares so much about the community, and I have no doubt he’ll find an amazing business to go into 361 Huron Ave.

Our store closing sale will begin on June 1st, so please come to say goodbye and take advantage of some great deals on toys and baby gear. Our last day will be June 20th.

Thank you again for your support over the years. We will always treasure the memories we have made in Huron Village and we are so sorry to go.

Toy Store To Close After 16 Years ​In Coolidge Corner

Despite our best efforts to adapt and evolve, we have reached a point where it is no longer feasible to continue operations. We understand that this news will come as a disappointment to many, and we sincerely apologize for any inconvenience caused. Our priority now is to ensure a smooth transition and provide any necessary support to our dedicated team of employees during this challenging time.

Business in Brookline has struggled in recent years, according to Magic Bean's owners, while expenses have skyrocketed.

BROOKLINE, MA — Magic Beans is closing after 16 years in business in Coolidge Corner.

"Our business in Brookline has struggled in recent years while expenses have soared," the store's owners announced Friday. "When the lease came up for renewal, we couldn’t responsibly commit to another long term."

Owner Eli Gurock wrote that the landlord agreed to let them stay while the building found a new tenant.

We would like to express our deepest gratitude to our employees, who have been instrumental in creating the magical atmosphere that has defined our store. Their hard work and dedication have made Magic Beans a special place for families to shop and explore. Lastly, we want to thank all of our loyal customers for their patronage and support. It has been an honor to serve you and be a part of your lives. We hope that the memories and experiences shared at Magic Beans will continue to resonate with you. While this chapter may be closing, we remain hopeful that the spirit of Magic Beans will live on in the hearts of our customers and the wider community. We encourage you to continue supporting local businesses and fostering a sense of community wherever you go. Thank you once again for the incredible journey we have shared. It has been truly magical..

Reviews for "Goodbye to a childhood favorite: Magic beans calls it quits"

- John - 1-star rating - Magic Beans Closing was a major disappointment for me. The plot was predictable and the characters lacked depth. I found it difficult to connect with any of them and couldn't care less about what happened to them in the end. The writing style was also quite dull and lacked vibrancy. Overall, I was not impressed with this book and would not recommend it to others.

- Sarah - 2-star rating - I had high hopes for Magic Beans Closing but it fell short of my expectations. The story line was interesting, but the execution was lacking. The pacing felt off, with some parts dragging on for far too long while others were rushed. The dialogue also felt forced and unrealistic. I had a hard time immersing myself in the story and couldn't help but feel disappointed by the end. Sadly, this book did not live up to the hype for me.

- Emily - 2-star rating - Magic Beans Closing was underwhelming for me. I found the writing style to be overly descriptive and it slowed the pace of the book significantly. The characters were also quite clichéd and lacked complexity. The plot, though promising, failed to deliver any real surprises and left me feeling unsatisfied. Overall, I found this book to be forgettable and would not recommend it to others who are seeking an engaging and memorable read.

Reflecting on the magic: Farewell to Magic beans