high quality and good service, staff are very experienced with all the brands. Overall, it is a good value of money.

Approximate cost: $120

Popped in with only 5 minutes to spare on the way to a kids birthday party and picked up a cute present, beautifully gift wrapped - very happy with the service and look forward to going back with more time to look around.

I'm a first time grandfather from Frenchs Forest and was struggling to find something special for my little grandson, but I'd never been in a shop like this. It was fantastic. The stuff in there was brilliant and the lady serving couldn't do enough for me. I just loved the place and even though it's a fair way from home I'll definitely be back.

couldn't agree more!! i have three daughters and 7 nieces. As if by Magic is always our first port of call for something special. The range of merchandise is fantastic, and well priced. Visiting the store is a treat in itself! The kids just LOVE it! PLUS, they gift wrap your purchases beautifully! A great bonus for busy mum's. The owner clearly has an eye for selecting unique, gorgeous pieces that kids will treasure forever.

As a proud grandad, it's great to find a shop that's unique, caters for boys and girls. Totally agree with other reviews. And personal service from people who go the extra distance to help you get just the right thing. Can't wait for my grandson to be old enough for the Indian Outfits, we'll go hunting! And yes, the books, you won't find this range just anywhere. Well done, really, Magic!

This is the best shop in Sydney for selecting your Flower Girl dresses and shoes. They have beautiful dresses in a range of prices, as well as accessories. Sequin shoes, sequin bags and lovely light jackets for Flower Girls in cooler weather. As well as Flower Girl dresses they have a wide range of children's dress up costumes. Fairy dresses in all colours and shades, mermaid costumes, wings, capes. While from a first glance you would expect all girls things, once inside you see boys' dress up costumes and interesting activities. This shop has about the best selection of books that I have ever seen. While they don't have a large stock of books, they do have books that I have not seen in other bookshops, including the major book retailers. They also have a range of small gifts to delight the heart of any child and the wallet of any parent.