Magic Beans sprouts in Fairfield

Store carries toys, items for infants and children

Magic Beans owners Elia and Sheri Gurock are opening their children's in Fairfield. (Kendra Wingate photo)

Magic Beans owners Elia and Sheri Gurock are opening their children’s in Fairfield. (Kendra Wingate photo)

After a decade of meeting children’s needs in Massachusetts, Magic Beans will open its first Connecticut store this weekend at 1530 Post Road.

The grand opening celebration, with special events and demonstrations, will be held at the store Saturday and Sunday, March 1 and 2.

Owners Eli and Sheri Gurock, who have three children of their own, opened their first store in Brookline, Mass., 10 years ago. They subsequently opened three more stores in the Boston area and recently branched out to Connecticut, opening the store in Fairfield.

“Fairfield is such a great town with lots of families. You can feel the energy of the town; it’s such a vibrant place,” Eli Gurock said.

“No one was selling modern baby products in Fairfield County,” he added. “The thing that makes our store unique is that we sell a full line of specialty products in a toy store.”

Magic Beans carries items for newborns till about age 10. Each item is hand-picked, and only the highest-rated products are carried.

“The only other requirement is that the toys be fun,” Eli said.

The owners said they select “the best and safest” in car seats; strollers; baby gear; nursery items; furniture; nursing, feeding and soothing products; bathing, potty and diapering items; clothing; accessories; toys, games, and stuffed animals; gifts; and baby baskets.

Magic Beans carries UPPAbaby strollers, baby joggers, Clek car and booster seats, Nuna Leaf baby bouncers, Magna-Tiles, Lego sets, Melissa & Doug products, organic items, and more. Gift guides are available with “shop by age” or “shop by brand” tips.

“We really pride ourselves on being a community center for parents,” Eli said. “We want to be the store where people just love to gather and bring their kids. We always have samples open for them to play with.”

Magic Beans offers services including car seat installation, appointments with in-store personal shoppers, stroller matchmakers, product assembly and use instruction, top 10 lists, and a baby registry that comes complete with a registry concierge. The concierge promises to ensure that registry choices match tastes and lifestyles. Expert toy and baby advice is offered along with “guaranteed lifetime support on everything we sell.”

More information is available at or 203-692-4317.

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