New Toy Store Brings Magic Back to Times Square

A big new shop will open on West 42nd Street, a block that used to be known for crime and adult entertainment. The store is called House of Spells, selling toys and collectibles from popular fantasy series such as Harry Potter, Lord of the Rings, and Game of Thrones. It will start selling on July 29 at 234 W. 42nd St. The opening event will feature magician Jamie Allan, local officials, and Broadway stars.

Space & Design

• 20,000 sq ft building split into two levels.
• Inside, kids and adults can explore rooms full of dragons, superheroes, and other immersive displays.
• Renovation cost about $5 million, not counting the lease.

Context & Competition

• Only the second large store on the block’s south side in a year.
• A tech‑focused shop called tm:rw opened last July where a big McDonald’s used to be, offering things like a cotton‑sugar robot and an actual Formula 1 car.

Economic Impact

Business leaders say the new shop will help bring people back to the area:

• Tom Harris, president of the Times Square Alliance, said it will add new energy and attract crowds.
• Jaime Vidal, head of House of Spells’ U.S. operations, called the location a “no‑brainer” because of Times Square’s excitement and magic.

Area Transformation

• Times Square used to be a dangerous part of Midtown but is now family‑friendly, hosting Madame Tussaud’s, AMC cinemas, and theaters like the New Amsterdam.
• Some old venues, such as B. B. King’s Blues Club, have closed and been replaced by other businesses.
• A historic theater on 215 W. 42nd St. has been stalled in construction for three years, and many storefronts remain empty.

Outlook

Despite challenges, people are hopeful. Cushman & Wakefield’s Alan Schmerzler said the new shop fits well with the street’s character and will be a compelling addition.