Our Story & Gallery

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In the year 1950, nestled on a stretch of Hollywood Boulevard between a Thrifty Drug Store and a J.J. Newberry Co. Five and Dime Store, the Hollywood Toy Shop opened its doors. A testament to The American Dream, this small, family-run costume shop in the heart of Hollywood sold toys, masks, wigs, costumes, and novelties in a bustling neighborhood. While many things have changed in the 70 years since we opened our doors (including our name), one thing has not: our love for what we do.

We know that the world landscape for shopping has changed a lot in the last 70 years, and we have too. As business boomed, we were fortunate to be able to expand our footprint and eventually relocate in the early 1990s to the historic, art-deco building that once housed J.J. Newberry’s. When the Hollywood Magic shop closed its doors to the public in 2010, we were lucky enough to continue to support local magicians by bringing in some of their materials and staff to our store. Within the Hollywood community, we’ve always prided ourselves on our desire to support each other in any way that we can. Over and over again, we’ve been voted the best costume shop in Los Angeles, and for good reason! We carry the widest selection of Adult’s and Children’s costumes, wigs (styled and standard), masks, jewelry, make-up, novelties, hobbies, collectibles, magic, and much more!

For over 70 years, we’ve been making memories and catering to tourists, locals, talk shows and movie studios!