House of Spells Opens First U.S. Location in Times Square

House of Spells has officially opened its first U.S. location in Times Square, bringing officially licensed collectibles and merchandise from multiple entertainment franchises under one roof.

The new store opened July 29 at 234 W. 42nd Street between Seventh and Eighth avenues in New York City. More than 100 representatives from the Broadway tourism and hospitality industries attended the grand opening alongside local officials.

British illusionist and AMAZE star Jamie Allan participated in the opening ceremony. Allan, who recently performed his 500th show, led an audience activity that marked the moment the store officially opened.

House of Spells describes the Times Square store as New York City’s first multi-fandom retail destination. The location combines themed environments and fan experiences with licensed merchandise from fantasy, gaming, anime and film properties.

The franchises represented include Marvel, Star Wars, Game of Thrones, The Lord of the Rings, Harry Potter, Stranger Things, Vikings, anime, DC and KPop Demon Hunters.

Several items available at the store include a Baby Yoda backpack, a rare Lord of the Rings collectible tankard, a miniature Batman Batmobile and Harry Potter wands.

House of Spells says the store will also feature cinematic environments, photo backdrops, fan-focused experiences and one-of-a-kind collectibles.

“As they say in Game of Thrones, ‘Winter is Coming’… to Times Square as we bring the fandom universe to Times Square,” House of Spells USA Operations President Jaime Vidal said. He described Times Square as the company’s launching point in the United States.

Allan said the store brings together fan communities and uses its architecture and design to transport visitors into a different environment.

House of Spells was founded in 2016 by Khaja Hussain and Rafeeque Olikkathodi. The UK-based company operates locations in London, Liverpool and Stratford-upon-Avon. The Times Square store is its first location in the United States.

The new store is open daily from 10 AM to midnight. House of Spells said additional fandom activations and experiences will be announced later.