House of Spells, a U.K.-based retailer specializing in toys and collectibles from popular fantasy franchises, is set to open its first U.S. store on New York's West 42nd Street. The 20,000-square-foot, two-level emporium, located at 234 W. 42nd St., will officially open its doors on July 29.
The store will feature merchandise from franchises such as "Harry Potter," "Lord of the Rings," and "Game of Thrones," with immersive elements for visitors of all ages. The build-out for the venue cost approximately $5 million, excluding lease expenses. The opening marks the latest effort to re-energize the famed Manhattan block, historically known as "The Deuce."
This is the second significant retail debut on the block's south side in the past year. In July, an "immersive tech emporium" called tm:rw opened at 220 W. 42nd St., offering attractions like a cotton candy robot and a Formula 1 show car.
Local business advocates and merchants are optimistic that House of Spells will contribute to the area's revival. Tom Harris, President of the Times Square Alliance, expressed excitement, stating, "House of Spells will bring new energy and magic to The Deuce and, I’m certain, new crowds." Jaime Vidal, president of House of Spells’ U.S. operations, described the location as a "no-brainer," citing Times Square's "energy, excitement and magic."
The West 42nd Street block, once notorious for crime and adult entertainment, has undergone significant transformation over the decades, aligning with the broader revitalization of Times Square. While the area is now largely family-friendly and home to attractions like Madame Tussaud's, AMC cinemas, and Broadway theaters, some storefronts remain vacant, and protective concrete barriers are visible on the street.
Despite lingering challenges, the arrival of House of Spells is viewed as a positive development. Alan Schmerzler of Cushman & Wakefield, who represented the landlord, described the store as a "compelling and seamless addition that aligns exceptionally well with the character of the street."
