Box art for Mr. Magorium's Wonder Emporium

Mr. Magorium's Wonder Emporium

children & family


When Mr. Magorium (Hoffman), the proprietor of a magical toy store where all the toys are alive, announces that he will at long last hand over the reigns of his empire to his faithful cashier (Portman), the store decides to throw an unusual tantrum.

Rotten Tomatoes® scores

  • Critic Score
    37%
  • Audience Score
    55%

common sense

ON for kids age 6
Consumerism
3 out of 5
Drinking, drugs, & smoking
0 out of 5
Language
0 out of 5
Positive messages
3 out of 5
Sexy Stuff
0 out of 5
Violence & scariness
0 out of 5

Sweet magical tale will feed kids' toy cravings.

what parents need to know

Parents need to know that this sweet, family-friendly fantasy is brimming with product placement, though most of it's in context (you can't really make a movie about a magic toy store without toys...). Plus, the positive messages about friendship, trust, finding your potential, and believing in yourself overshadow most of the branding. There isn't any violence, but the store does throw a temper tantrum that sends toys flying after patrons (the red walls also fade to gray, and the toys lose their spark and color). A significant death, while presented in an idealized way to fit in with the tone of the film, is handled gently and poignantly; there are some sad scenes, but it's peaceful overall (though really young kids may need further explanation of how death really works). A young boy is looked at as a loner and has trouble making friends with other kids.

what families can talk about

  • Families can talk about product placement and commercial tie-ins. Did your kids notice how many toys were featured in the movie? Why were some more obvious than others? Where else have your kids noticed ads and other marketing for this movie? Also, why do you think Eric felt that he was different than the other kids? Did your child relate to his character? Families can also use the movie as an opportunity to talk about death. What does it mean? How do you cope with it? Is dying always sad? Why or why not? How is it different in real life than the way it is in the movie?

movie reviews from Rotten Tomatoes®

Top Critic Reviews

Fresh: The trailers make the movie look like the ickiest kind of whimsy, accompanied by obstreperous special effects, but the film itself is gasp-worthy.

- Alonso Duralde, MSNBC, Thursday, June 24, 2010

Fresh: Like the store, the movie is chockablock with playthings -- puns, graphics, and music -- that make the life lessons easier to absorb.

- Andrea Gronvall, Chicago Reader, Friday, November 16, 2007

Rotten: ... never quite as magical as it wants to be.

- Andy Klein, Los Angeles CityBeat, Thursday, June 24, 2010

Audience Reviews

3 stars

This cute little fairy tale about an ancient but quirky toy store owner with odd powers taking the matters of heritage for his store in his own hands is a deeply naive film. If you accept that or if you're young enough not to notice it between all those multi-colored toys, hugging monkeys and rockets, this is quite a charming and sweet film. Some parts feel a bit arbitrary and forced but there is no being mad at Dustin Hoffman when he does his little boy smile or when Natalie Portman finally finds her career of choice thanks to banker Jason Bateman. Kids should most certainly have fun with this, but even adults who still know about the feeling of wonder upon entering a toy store should have enjoyable 90 minutes with this little film.

- ironclad1609, Monday, January 2, 2012

1 star

Mr. Magoriums Crappy Emporium. This film was boring, and its exsistence is only for kids to come because of a magical toy store, woopdy freakin doo kids, have a magical time at this crap.

- DreamExtractor, Wednesday, August 17, 2011

4 stars

a movie that is like the toy shop version of "Willy Wonka and the chocolate factory" and the movie was good and i appreciate its kiddy feel to it

- skeletonking101, Tuesday, February 1, 2011