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Evening Standard
Evening Standard
Business
Rachelle Abbott

How to be a CEO podcast: Marvin’s Magic on how to break the US

Marvin Berglas founded Marvin's Magic in the UK 35 years ago. It's now in 60 international markets. In this episode we talk about:

  • The story of how they got into FAO Schwarz in New York’s Rockefeller Plaza
  • Their role in innovating "retail theatre" and experiential shopping
  • Why they hired actors instead of magicians
  • How QVC and TV shopping revolutionised their business model
  • Difficulties converting exhibition audiences into buying ones
  • The value of close partnerships
  • Protecting brand reputations in global markets
  • The product that made them
  • The magical legacy of the Berglas family
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