The Deuce was losing its juice \u2014 but a giant new fun-and-fantasy store from England is the latest retailer aiming to put the magic back in the once notorious but now revitalized West 42nd Street block between Seventh and Eighth avenues.<\/p>\n
House of Spells, a UK-based seller of toys and collectibles licensed from fantasy franchises such as \u201cHarry Potter,\u201d<\/a> \u201cLord of the Rings\u201d and \u201cGame of Thrones,\u201d will open its doors at 234 W. 42nd St. on July 29. Illusionist Jamie Allan, star of \u201cAmaze\u201d on stage, will join local elected officials and Broadway luminaries to launch the 20,000 square-foot emporium.<\/p>\n The colorful, two-level venue is full of dragons, superheroes, and \u201cimmersive\u201d features for kids and adults. Built out for about $5 million, not including the cost of its lease, House of Spells couldn\u2019t come at a better time to a block that\u2019s had setbacks in recent years.<\/p>\n House of Spells, a UK-based seller of toys and collectibles licensed from fantasy franchises such as \u201cHarry Potter,\u201d \u201cLord of the Rings\u201d and \u201cGame of Thrones,\u201d will open its doors at 234 W. 42nd St. next week. Steve Cuozzo<\/p>\n It\u2019s the second 20,000 square-foot debut on the block\u2019s south side in the past year. An \u201cimmersive tech emporium\u201d called tm:rw replaced the giant former McDonald\u2019s at 220 W. 42nd St.<\/a> last July, featuring everything from a cotton candy robot to an actual Formula 1 show car.<\/p>\n Times Square business advocates and nearby merchants say House of Spells will accelerate the return of the old spark \u2014 and crowds.\u00a0<\/p>\n \u201cNot\u00a0 since the British invasion of the Beatles the Kinks and the Who have I been this excited. House of Spells will bring new energy and magic to The Deuce and, I\u2019m certain, new crowds,\u201d crowed Times Square Alliance President Tom Harris.<\/p>\n Jaime Vidal, president of House of Spells\u2019 US operations, called the choice of location for its first US store a \u201cno-brainer,\u201d citing Times Square\u2019s<\/a> \u201cenergy, excitement and magic. There\u2019s no shortage of magical wonders for fans to discover.\u201d<\/p>\n Times Square business advocates and nearby merchants say House of Spells will accelerate the return of the old spark \u2014 and crowds.\u00a0 Steve Cuozzo<\/p>\n There\u2019s no shortage of magical wonders for fans to discover,\u201d says Jaime Vidal, president of House of Spells\u2019 US operations. Steve Cuozzo<\/p>\n The Deuce, once Midtown\u2019s creepiest and most dangerous block, gave its name to an HBO series set during the crime- and porn-infested 1970s<\/a>. It\u2019s nothing like that today, having been revitalized as part of the overall, family-friendly Times Square area upgrade that many called \u201cDisneyfication.\u201d<\/p>\n But neither is it as attractive as it became in the late 1990s and the Oughts. It\u2019s still home to Madame Tussaud\u2019s, AMC cinemas and thriving theaters including the New Amsterdam, home to \u201cAladdin.\u201d<\/p>\n But B.B. King\u2019s Blues Club closed in 2018 and was replaced by a Lids sportswear store.\u00a0\u00a0<\/p>\n The Deuce, between 7th and 8th avenues, was once Midtown\u2019s creepiest and most dangerous block. Google Maps<\/p>\n