Magic Fun Shop by Adam Wallacavage

Secret Fun Spot readers might enjoy this new photo book about the Magic Fun Shop— and not just because both names sound alike. Photographer Adam Wallacavage immortalized the defunct Philadelphia landmark with a collection of photos he took between 1995 and 2005. But they may as well have been taken in 1975 because the place was timeless. Sadly, I never made it to the Magic Fun Shop, but if feels entirely familiar. Every old school, big city novelty shop I've ever visited share the same earmarks, like mint green pegboard, hand-labeled boxes of essential gags, and stray, faded packaging from the mid-twentieth century. They came from the age when magic, jokes, and costumes got equal billing, unlike today's "Party" shops, which still struggle to survive.

 

About 75% of the 90 pages feature dangling rubber masks that are fun to see, especially when distorted by clothespins and years of gravity. But I'm most excited by the pages that offer glimpses of the ancient behind-the-counter prank packaging. Even when the place was still in business, the leftover stock served as a dazzling historical exhibit.