Marvin's Magic: How to break the US

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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