About Us

Los Angeles Magazine rates Whimsic Alley the Best Fantasy Store in L.A. But fans from around the globe recognize "the Alley" as one of the most unique stores in the entire world. Travelers from as far and wide as Russia, Australia, Indonesia, Norway and Brazil have reported that they planned their vacations in Southern California specifically to include a visit to Whimsic Alley.

The store's high-design concept was brought to life by some of Hollywood's most renowned set decorators. As a result, upon entering the premises, visitors are transported through time and space to a bygone era, reminiscent perhaps of a Dickens novel, with quaint storefronts, each with its own unique charm and identity. Each of these shoppes boasts an extraordinary specialty. There is a wand shoppe, featuring about 30 styles of magic wands. Guests are assisted in their wand selection by a wizardly-looking wandmaker, expert in his craft. 


 Another one of the specialty shoppes features a vast array of romance-era writing implements, such as feather quill fountain pens, decorative inkwells, seals and sealing wax, and an exquisite selection of writing journals. There is a curio shoppe, featuring all sorts of potion-making paraphernalia, fantasy styled clocks and sand timers, and artifacts straight out of a wizard world, or the mind of Jules Verne. The harlequin shoppe offers perhaps the world's best selection of masquerade masks, to outfit even the most ardent Mardi Gras participants.

Among the most highly frequented shoppes along "the Alley" are those catering to some of the world's most popular fandoms: Doctor Who, Harry Potter, Game of Thrones, Sherlock, Downton Abbey and others. Whimsic Alley's specialty shoppes offer among the world's largest selections of official products for many of those fandoms.

What makes Whimsic Alley most unique, however, is not the design of the store nor the focus of its specialty shoppes, but rather the fantastical parties and events that regularly occur in its Great Hall. The hall, adjacent to the shoppes, is a continual source of amazement, featuring such events as children's birthday parties, high teas, costume balls, concerts, weddings, camps for kids and adults, board game nights and a myriad of other unusually themed events catering to fans of Doctor Who, Game of Thrones, Harry Potter, The Hunger Games and more.

Owner, Stan Goldin states that Whimsic Alley is intended to be an extraordinary and magical  experience, both for the occasional guest and for the regulars, many of whom consider it their second home.