By Hannah Barricks
In the magic department of Magic Etc. and Fort Worth Costume, Inc., it’s proper etiquette to treat visitors to a card trick. The store’s general manager, Daniel Alvarado, slides two cards across the glass countertop: one with three dots in red, yellow, and green, stacked like a traffic light; and the other completely blank. He asks, “What does green mean?”
The sheepish answer, of course, is “go,” and then I brace for what comes next. At Alvarado’s signal, I flip the cards over. Remarkably, the green dot has traveled from one card to the other. “You did that,” he says with a smile.
He doesn’t say how the trick works, but the secret is for sale — non-refundable, of course.
“It’s the secret we sell,” says Owner Derek Kennedy. “And you can’t return a secret.”
For nearly four decades, Magic Etc. has been brewing its own brand of magic for families, schools, theaters and professional performers across North Texas, establishing itself as the premier vendor for tricks, costumes, theatrical makeup, wigs, rentals, stage equipment and everything in between.
A nubile Kennedy, fresh out of college, bought Magic Etc. in 1985 — a cramped 800-square-foot space off McCart Avenue. The store has grown exponentially since then, eventually necessitating its relocation to a 30,000-square-foot warehouse off North Forest Park Boulevard as inventory swelled.
Kennedy, nearing 70 now — although he doesn’t look a day over 50 — has remained the same. He still greets every shopper with friendly small talk while they browse and checks in with his staff as he maneuvers through departments. He cares for everyone there, a proud father and chivalrous host to all who enter, and, as it turns out, kindness is a solid business plan.
Magic Etc. not only survived the COVID-19 pandemic, but also the steady rise in popularity of pop-up Halloween stores since the 2008 recession. Many of Kennedy’s peers who opened shops at the same time as him were unable to mitigate the shifting market and global challenges throughout the years and have since closed their doors.
“Sheltering at home trained people to shop online,” says Kennedy before smiling. “We like to say that people don’t know about us until they need us, and that’s usually when online sources let you down.”
While Magic Etc. also sells items online, the staff encourages patrons to visit the store and try on a costume in one of their eight dressing rooms before making a purchase. He also says it’s helpful to examine products up close to adequately assess their quality and make the best decision for their needs, which can vary depending on the customer, their event or skill level with technical equipment and magic tricks.
“We carry a wide range of products,” Kennedy says, “suitable for someone who’s never done a magic trick before, to someone who does it for a living.”
He’s learned that options are a good thing and help Magic Etc. edge out the seasonal competition. But, as always, the customer is Kennedy’s primary focus and having a sword in stock in every color may mean the difference between a happy customer and a disappointed one.
What he offers, he says, is more than merchandise.
“We bring happiness and joy to everybody, and everybody needs happiness and joy in their life, that’s for sure.”
The store remains busy throughout the year, offering high-quality costumes for sale and rent, which can cost $300–$900 for an on-site seamstress and garment maker to produce. Rentals come with a one-time charge, covering multiple days of use, as the shop only rents a costume once per season to maintain its quality.
They cater to churches, schools and community theaters, offering them fog machines, lighting, wigs, Santa suits, Easter Bunny rentals, and even supplies for passion plays.
“People walk in the store and they go, ‘Wow, look at all the stuff,’” Kennedy says. “It can be overwhelming for some, sure, but I live for that moment and their excitement.”
Kennedy attributes much of the store’s success to the people behind the counter. A pro or expert, like Alvarado, heads each department and works year-round. Many began as seasonal employees but stayed for decades, drawn to the collaborative environment Kennedy fosters. They work as a team and trust each other, allowing each person’s expertise to speak for itself and helping customers make informed decisions that consistently impress. It’s a winning formula that’s carried them through supply shortages and recessions.
“We sell nothing really needed,” he says with a grin, “But we are still here and we are growing because our mission has stayed the same, to spread happiness and joy.”
So, enter Magic Etc. and Fort Worth Costume, Inc. at your own risk, Fort Worth. They’re casting a palpable spell south of I-20, and whether it was Alvarado’s sleight-of-hand or the racks of brightly colored costumes, wigs and props, I certainly left smiling.