Why "Magic Kits" Are Evolving

Ellusionist has become renowned for producing modern magic kits tailored to adult customers. You may also recognize them as a supporter of One Ahead, but it was our idea to write this article.

We believed the topic was worth discussing, so we asked them to share their insights. All of the product links below include a special affiliate discount.

To kick off 2025, Ellusionist made an unexpected move by releasing a kit designed to teach magic to kids: How To Read Minds: Kids Kit.

This caught our attention, as few magic companies consistently invest in creating new kits—especially for younger audiences. Ellusionist’s decision hints that they had a strong reason to shift focus.

It’s often said that today’s magic industry is flooded with an overwhelming number of tricks, released week after week at such a rapid pace that magicians struggle not only to learn them but even to keep track of their existence.

In this context, creating a product aimed at kids stands out as a smart move—both to differentiate from the competition and to expand the customer base by engaging young people who may develop a lasting interest in magic.

For Ellusionist CEO Geraint Clarke, this project also addressed a key issue: while many adult magicians recall owning a magic kit as children, few credit it as the catalyst for their passion.

Clarke believes this is because traditional kits often feature cheap, uninspiring props—think plastic cups and balls—that kids wouldn't feel comfortable bringing to school to impress their friends.

As he explains,

"We wanted to bring the same level of quality to the kids' space that we bring to the adult space when it comes to magic kits–and to give kids something that they can take to school."

The new kit includes props designed to look like everyday objects kids might carry at school, making them more accessible and performance-friendly. These include notepads, books, and even emoji cards.

This approach not only introduces children to magic but also strengthens Ellusionist’s brand loyalty. Ideally, these young performers will return to Ellusionist as adult customers.

It's notable that, despite the enduring popularity of kids’ magic kits, companies with magician customers rarely invest heavily in this market.

One reason may be the belief that younger audiences now discover magic through social media and YouTube tutorials before eventually exploring products from established magic companies.

However, marketing a kit for kids poses unique challenges.

Unlike most magic products, which are promoted within magic circles, a kids' kit is more suited to a broader market, including toy stores where parents shop.

Clarke sees this as an opportunity to discuss accessibility in magic, arguing that learning through a well-crafted kit is far more beneficial than relying on free online tutorials.

Interestingly, magic kits tend to be "perennial sellers." They maintain steady demand year after year, unlike most magic products, which peak shortly after release.

This is true for both kids and adult kits. In 2024, Ellusionist’s top-selling product was How To Read Minds, a magic kit launched five years earlier.

While many magic releases experience a sharp decline in sales after their initial launch, kits consistently perform well over time. That said, they require significant investments in production and logistics.

Since 2016, Ellusionist has developed several magic kits, beginning with How To Be A Magician. Each release was preceded by a Kickstarter campaign, all of which proved successful.

These campaigns typically raised over $200,000, with the highest-grossing one, Unreal Card Magic (2023), generating an impressive $485,000 from nearly 2,900 backers.

Mentalist Peter Turner has spearheaded three of Ellusionist’s adult magic kits: How To Read Minds, How To Control Minds, and How To Read Minds 2. For Unreal Card Magic, the company collaborated with British card magician Ben Earl and his company, Studio 52.

Featuring a prominent figure in the magic community has become a key element of the company's formula for success. Kits led by Turner and Earl have consistently outperformed others in terms of crowdfunding.

Several other factors contribute to the kits' appeal. They often include a vast amount of material and offer more value than standalone tricks. Additionally, launching around the holiday season positions them as ideal gifts.

These campaigns are usually fully funded within minutes of going live, demonstrating that the Kickstarter model works exceptionally well—at least for adult-focused kits.

However, for their latest kids' kit, Ellusionist opted not to use Kickstarter, telling us they concluded that the platform isn't well-suited for children's products.

The creative process behind Ellusionist’s kits typically begins with an idea from Clarke. From there, creative consultants are brought in. Peter Turner and Tom Elderfield contributed to the development of the kids' magic kit.

Clarke points out that the material in the kit can benefit experienced magicians looking for routines that connect more effectively with younger audiences.

Producing the latest kit presented unique challenges, mainly when filming with children. Parents' permissions had to be secured, and on-camera nerves occasionally caused kids to freeze, complicating the shoot.

The kit's concept was to teach magic to children with no prior experience, demonstrating that anyone can learn and perform confidently. To support this vision, the company gifted a How To Read Minds: Kids Kit to each child featured in the promotional trailer.

Clarke hopes that products like this will nurture a new generation of magicians—young people who value secrets, learn from credible sources, and develop a passion for performance.

He highlights the importance of instilling a love for performing early on:

"People don't understand the value of magic if it's not performed. Over the last few years, I feel like there's more people now trying to create magic than there are actually performing magic. I think there needs to be a big change within magic to get better, which is that more people need to go out and perform."

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