![]() I loved seeing the kids progress through skills and actually make progress towards higher level skills. I am a trainer who started just coaching kids in gymnastics classes. “Once she realizes this is a toy store, she’ll want us to buy everything,” she said as her daughter banged on a train set.Medical Condition Experience ACL tear Addiction ADHD Alzheimer's Amputation Andropause Ankle Injury Anxiety Arthritis Artificial Hips Artificial Knees Asperger's Syndrome Asthma Autism Autoimmune Diseases Back Pain/Issues Bad Posture Bone/Joint Injury Brain Trauma Breast Cancer Cancer Cardiac Rehab Celiac Disease Cerebral Palsy Chronic Pain Cognitive Delays Congestive Heart Failure Crohn's Disease Dementia Depression Diabetes Dialysis Diastasis Recti Disordered Eating Recovery Downs Syndrome Eating Disorders Ehlers Danlos Syndrome (EDS) Emphysema Epilepsy Fibromyalgia Golfers Elbow Hamstring Issues Headaches/Migraines Hearing Impaired (Deaf) Heart Attack Hernia High Blood Pressure High Cholesterol Hip Pain/Issues Hip Replacement HIV/AIDS Hypertension Hyperthyroidism Hypothyroidism IBD Infertility Joint Pain Joint Replacement Kidney Disease Knee Pain/Issues Limited Mobility Lower Body Pain/Issues Lupus Lyme Disease Lymphatic Menopause Metabolic Dysfunction Mild Cognitive Impairment Multiple Sclerosis Muscular Dystrophy Neck Pain Neuropathy Obesity Osteoporosis Paraplegia Parkinson's Disease Piriformis Syndrome Plantar fasciitis Postural Issues Prader-Willi Syndrome Prediabetes Pregnancy Rheumatoid Arthritis Rotator Cuff Issues Sarcodosis Sciatica Scoliosis Shoulder Issues Sleep Apnea Stress Stroke Stroke recovery Tennis Elbow TMJ Ulcerative Colitis Visually Impaired (Blind) More Less Sarah Sizi, a Brookline parent who brought her 15-month-old, Rebecca, on a recent Monday night, said they visit the play area about three times a week. “You should see it on a rainy day, my gosh.” They can play all day,” said Sheri Gurock, who admits to camping out in toy-store aisles with her own toddler. ![]() During bad weather, the store’s 375-square-foot play area is packed with parents, nannies and an army of toddlers. “I can’t think of a better place to have our training wheels on,” said Sheri Gurock.įor many Brookline families, Magic Beans has become like a second home. Sheri Gurock said she’s targeted her store, in part, at former dot-comers turned parents, “people who had very modern tastes and were frustrated with the lack of options when they had their first child.”īut the store has also benefited from its location in Coolidge Corner, where it inherited the Imaginarium’s former clientele and was able to tap into an existing high-end consumer base. Riseberg was there to buy a car seat for his older daughter, 2-year-old Emma, but said he’s also bought three or four strollers over the years. “We’re buying this one because it’s pink, and my daughter loves pink, so we’re sold,” said Doug Riseberg, holding his 8-month-old daughter, Rachel, in one arm and wearing a small pink sweatshirt dangling over his head. Magic Beans has capitalized on the trend, offering everything from a color-coordinated baby stroller with three cup-holders to an army-camouflage diaper bag or a rubber-duck thermometer that beeps when bath water gets too hot.īut even with all those choices, sometimes it’s the simple things that matter. Today it’s common for parents to spend upwards of $700 for a stroller, and Sheri Gurock herself had a collection of 12 strollers before her first toddler’s first birthday. In the last three years, young parents have become increasingly willing to pay top dollar for high-end baby products, the Gurocks said. The store has also developed a national following through its Web site, which offers personalized stroller-matching advise and a baby-gear blog called Spillingthebeans. The Magic Beans empire has grown to include three stores, a warehouse in Brighton and a toy-cluttered office above the Bank of America building in Coolidge Corner. So when the Imaginarium in Coolidge Corner announced plans to close in 2003, she decided to take matters into her own hands: Within months, she had taken over the toy store’s lease, hired its old manager and launched her own baby-gear store, called Magic Beans.įour years later, the purveyor of high-end diaper bags and customizable strollers is in the midst of a sudden expansion, opening a second and third store in this month and planning for a fourth. “I actually kind of panicked that I wouldn’t have any place to shop,” Gurock recalled. ![]() As a stay-at-home Brookline mom with an 18-month old daughter, Sheri Gurock watched in horror as toy store after toy store shuttered its doors.
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