Miracle Mile Toys and Gifts, long a fixture (under several different names and iterations) on Wilshire Blvd. in the Miracle Mile, will soon be moving to a new location at 452 S. La Brea (most famously the former home of the old Pulp stationery and paper goods store, just north of La Brea Bakery).
According to a letter to the community this morning, the current shop, at 5464 Wilshire Blvd., will close after business hours on Sunday, September 5, and will have a soft re-opening “on/around September 11” in the new location.
Store owner Christina Mullin told the Buzz this morning that the current location, the former home of the Harry Potter-themed Whimsic Alley, which has a large event hall behind the main storefront, “was too huge a building (11,000 sq. ft.) for us to rent, and after two years without being able to use the event space [due to the pandemic] it made more sense to move to a space on to La Brea where we hope to have a bit more foot traffic, just without the large event space.”
One thing Mullin says she will definitely miss, though, is her current next door neighbor on Wilshire Blvd. “We were heartbroken to have to leave our wonderful neighbors, Milk Jar Cookies, but hope to hold events together in the future.”
Mullin says that overall, however, she’s thrilled with the new location. “It was…a top priority that we stay right in the neighborhood. I didn’t want to be anywhere else! The Miracle Mile has treated us so well and we look forward to many more years to come in the new space!”
For more news and updates on the move and re-opening, Mullin invites readers to follow miraclemiletoysandgifts on Instagram.