Serving Larchmont Village, Hancock Park, and the Greater Wilshire neighborhoods of Los Angeles since 2011.

Miracle Mile’s Whimsic Alley Closing

Photo from Google Street View.

According to a press release issued by the store owners last week, Whimsic Alley, the popular “fandom” store on Wilshire Blvd. in Miracle Mile, will be closing soon.

“Game of Thrones”-themed dinner at Whimsic Alley. Photo courtesy of Whimsic Alley.

Both a shop and a popular party and entertainment venue, with a castle-like Great Hall event space and a retail area resembling a Dickensian streetscape, the business has been catering to fans of the Harry Potter books and movies — as well as fans of other popular entertainments such as Game of Thrones, Dr. Who, Outlander and even Downton Abbey — in its current location since 2008 (and it was located in Santa Monica for five years before that).  It sells books, costumes, toys, magic wands and other character-related accessories, and has hosted hundreds of birthday parties, tea parties, costume balls, murder mystery dinners, fantasy-themed craft fairs, day camps and even weddings.  For many years before Potter-themed attractions opened at Universal Studios, fans from all over the world would trek to Whimsic Alley for its one-of-a-kind items and atmosphere.

“New multi-million dollar theme parks and exhibitions are awe-inspiring,” owner Stan Goldin said in the closing statement, “But for many years, Whimsic Alley filled a void that no one else seemed interested in filling. Our staff enjoyed serving our clientele as much as they hopefully enjoyed their experiences. As a result, we developed close friendships along the way which we hope will continue for many years to come.”

But Goldin told the Buzz that those new theme park attractions, along with other factors such as the rise of online shopping, and perhaps also traffic and parking disruptions from local subway construction, may be what finally sealed the fate of the beloved store. Business has fallen off dramatically in the last year or so, he said, and “we can only speculate why.”

Goldin said that since the announcement, many customers have been coming in to say goodbye, as they’ve become good friends with the staff, as well as with each other through the store’s many events and gatherings over the years.  Goldin said he’ll always be proud of what he created with the business, but the time has come for it to end. “Everything goes through a cycle, right?”

In anticipation of the closing, which will likely take place sometime in June, Whimsic Alley has shuttered its online store, and has launched its first-ever store-wide sale at the bricks-and-mortar location, with 30% off all merchandise.  If you need a new wizard robe, magic wand or book of spells, be sure to make one last visit in the next few weeks.

Magic wands available at Whimsic Alley. Photo courtesy of Whimsic Alley.


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Elizabeth Fuller
Elizabeth Fuller
Elizabeth Fuller was born and raised in Minneapolis, MN but has lived in LA since 1991 - with deep roots in both the Sycamore Square and West Adams Heights-Sugar Hill neighborhoods. She spent 10 years with the Greater Wilshire Neighborhood Council, volunteers at Wilshire Crest Elementary School, and has been writing for the Buzz since 2015.

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  1. Thank you Stan for. Ring Whimsic Alley to us for all these years!!! I will never ever forget when I found your store it was after I had seen the midnight showing of one of the movies I think Prisoner of Azkaban. And when you hosted the live Wizard Wrock bands in the parking lot of the first store that was one of the coolest most fun concert experiences I ever had. And the best was when I took a date to your store. You were closed but the FED guy just came out and you saw me and my friend outside and you let us in. It was seriously the most magical and romantic valentines date I ever had. At your store. Thank you Stan for all these wonderful memories. So sad to see you go.

  2. Nooooo! I just found you! And I’ve been making plans to attend your next Great Feast and or Yule Ball with other friends that I’ve told about you! Your prices are great and there are things there that can’t be found at theme parks! so sad that I won’t get to experience it.

  3. I confess myself, disappointed. This was a unique place. As a very old fan of J.K. Rowling’s work, Whimsic Alley was the best place to go for Harry Potter related souvenirs, costume wear, and memorabilia. Well before the theme parks, Whimsic Alley was providing a visceral experience for the fans of Harry Potter.


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