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How to be a CEO

Marvin's Magic: How to break the US

Dec 19, 2022 · 24 min · Season 1 · Episode 48 · 35.5 MB
0:00-24:40

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Marvin Berglas founded Marvin's Magic in the UK 35 years ago. It's now in 60 international markets. In this episode we talk about:


  • The story of how they got into FAO Schwarz in New York’s Rockefeller Plaza
  • Their role in innovating "retail theatre" and experiential shopping 
  • Why they hired actors instead of magicians 
  • How QVC and TV shopping revolutionised their business model
  • Difficulties converting exhibition audiences into buying ones 
  • The value of close partnerships 
  • Protecting brand reputations in global markets
  • The product that made them 
  • The magical legacy of the Berglas family 


Marvin will be appearing at the Evening Standard's SME Expo, which is being held at ExCel London on April 25-26. Go to https://smexpo.co.uk/ for more information and to register for tickets. 

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