‘Magic’ toy store finds niche

FORT COLLINS – You might see him turning circles on his unicycle in Old Town Fort Collins or throwing his own specially-designed boomerang that always comes back.

Or you may find him standing in the doorway of his tiny Science Toy Magic store, demonstrating unusual gadgets – all based on at least one scientific principle – with the rapid-fire delivery of a comedy routine by a hip, pony-tailed science prof.

Matt Hannifin, who opened his store a year ago at 11 Old Town Square, is a man of seemingly boundless energy and enthusiasm who appears to be breathing in the joy of living.

And it’s the mesmerized faces of those who come in contact with him and his unique science-based toys that feeds that energy and enthusiasm.

“I love teaching the science behind the toys,” says the one-time teacher of college preparatory level physics and chemistry. “Every toy in the store demonstrates science in a very dramatic way.”

Hannifin’s store is crammed with toys he says were first sold by him – some even designed by him – and some that he says can’t be found anywhere else. Laser beam chess sets, flashlights that never need batteries, and a gun that shoots blasts of air that can blow back a person’s hair standing 15 feet away are part of the inventory.

And then there’s the more amazing items, like tops and globes that float and rotate and a toy he calls “float your own object,” which can levitate any object up to three ounces. One of Hannifin’s more amazing toys is one he designed himself, using a copper tube and a specially configured magnet. Dropped into the tube, the magnet slowly floats to the bottom of the tube to the delight of those watching it fall.

Hannifin is willing to explain how the devices work to any and all who show the willingness to listen to his explanations, which are based more on teaching than selling.

“Three-fourths of us want things to happen right away and only one-fourth have the patience to learn,” he says. “I try to sneak in a science lesson whenever possible.”

He once was invited to make a presentation to a group of NASA scientists, so he’s not intimidated by anyone when it comes to explaining his toys’ scientific principles.

“I know everything about everything in this store, and I love it for people to come by and try to stump me,” he said.

Kids of all ages

Prices in the science toy store range from 40 cents to $400, Hannifin says, and appeal to kids of all ages. The most expensive toy – a large globe that floats and rotates – is the kind of thing that “an accomplished person might want to adorn his desk, something that befits his station in life,” Hannifin says.

In his early 50s, Hannifin has a truly colorful past that includes piloting hot-air balloons, doing laser shows and shooting fireworks displays as well as his stint as a teacher. He has helped guide the giant balloons in the Macy’s Thanksgiving Parade for the last 20 years and this year helped direct the Smurf balloon through the streets of Manhattan.

In recent years, he’s focused on being a business owner. He operated a similar toy store in Santa Fe, N.M., for seven years, but decided to close it in early 2008 because the city passed a “living-wage law” he says destroyed his ability to make a profit and share it with his best employees through scholarships, bonuses and other incentives.

So he “did his research” and decided to move a scaled-down version of the shop to Fort Collins. “There was a niche here that needed to be filled,” he says.

Hannifin says he’s quite happy with the size of the store – all 72 square feet of it – and its location just steps away from the Old Town ice rink.

“That skating rink right next door brings in thousands in sales,” he said. “I landed really well – this is perfect.”

Hannifin thanks his landlord, Ed Stoner, for his support. “If it wasn’t for him willing to put up with my shenanigans, this wouldn’t be possible,” he said.

Hannifin also praises Fort Collins’ emphasis on education, noting its good schools, Discovery Science Center and other educational amenities.

“Here, people will give up the fancy car, the fancy house, for education,” he said. “The emphasis here is on education. I simply complement a community that’s hungry for education for its young.”

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