Mr. Magorium's Wonder Emporium (G, 2007)

common sense media says

Sweet magical tale will feed kids' toy cravings.


parents & educators say

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.

Positive messages: Strong positive messages about believing in yourself and others, as well as working together and staying open to the possibility of "magic" in everyday life. A significant death is handled gently; there's some sadness, but overall the characters learn from it and become stronger.
Violence & scariness: In one chaotic scene, the store throws a temper tantrum -- toys are tossed from shelves, others fall or explode, some attack store patrons (one child is tied up, a woman ends up with a squid on her head, a dragon breathes fire, etc.). So there's some mild peril for a few moments, but nothing serious. Some bickering between characters.
Sexy stuff: Not applicable.
Language: One use of "crap" and a few mild insults -- "insufferable fool," "ninny," etc. Henry is affectionately called "Mutant." Mr. Magorium uses a lot of big words, which many kids may not understand (of course, given how fast he talks, they may not really notice them, either).
Consumerism: The Wonder Emporium is brimming with toys of every size, shape, and color, and many are recognizable brands: Curious George, Easy Bake, Playmobil, Legos, Silly Putty, Lincoln Logs, Matchbox, Hot Wheels, Ugly Doll, Slinky, and more. Expect lots of retail tie-ins.
Drinking, drugs, & smoking: Not applicable.

More on Mr. Magorium's Wonder Emporium

What to talk about

Talk to your kids
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?

What's the story?

What's the story?
Mr. Magorium (Dustin Hoffman), the 243-year-old owner of Mr. Magorium's Wonder Emporium, has decided that his time in the store has run its course. He attempts to hand his life's work over to his manager, Molly Mahoney (Natalie Portman) -- to both her dismay and that of the store itself. The magic building proceeds to throw something of a temper tantrum -- toys caroming off the shelves, walls fading from vibrant red to sad gray. Meanwhile, stuffy accountant Henry (Jason Bateman), a non-believer in all things magic, has been brought in to help get Mr. Magorium's finances in order so he can leave the store in good standing. With a little help from Mahoney and 9-year-old resident loner/store-clerk Eric (Zach Mills), Henry finds that life doesn't have to be all work and no play.

Is it any good?

Is it any good?
 
With a central character who feels a lot like a kiddie version of one of Tim Burton's quirky creations, Zach Helm's MR. MAGORIUM'S WONDER EMPORIUM is a fun movie that will delight young kids -- and leave their parents fielding requests for lots of holiday toys (preferably magic ones). The unlikely friendships formed in the film create a story filled with magical wonderment and strong messages about believing in yourself and others.

But while the movie has some exceptionally sweet and tender moments, it falls short on really delivering the magic that's referred to so often in characters' conversations throughout the film. Despite the fact that all of the movie's strengths -- a talented cast, a fabulous set, impressive special effects -- somehow don't quite add up to a true childhood classic, there's definitely plenty here to captivate kids' imaginations.

Movie themes & details

Movie Details
Studio: Twentieth Century Fox
Director: Zach Helm
Cast: Dustin Hoffman, Jason Bateman, Natalie Portman, Zach Mills
Genre: Family and Kids
Run time: 94 minutes
Theatrical release: November 15, 2007
DVD release: March 3, 2008
MPAA Rating: G
Watch our review

This review was written by Betsy Bozdech
 
 

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What parents & educators say

4

Most useful reviews by all members

cbaraw
parent of 7 year old
 
pretty and fun in parts but story lacking
This movie wasnt worth the money for mom and 4 year old. Neither were impressed. The story didn't hold our interest.

nwmom
adult
 
Wait for the DVD
This movie looked better in the previews. It was cute and sweet and had some cool magical effects with the toys and the toy shop which were fun to watch and I know my 5 yr olds enjoyed. The movie had too much of an adult theme - the toy shop owner dying, an accountant coming in to do the books, the owner leaving the shop to Natalie Portman's character - all of it was a little too much dialog for kids and I think those parts were boring for them. More magic, less talk = would have been a better movie. They did like it but didn't love it. The death scene was done beautifully and appropriately for a G movie.

DeleteMePlease
kid, 11 years old
 

BusyBeeMom
parent of and 3 , 7 , 8 , 10 year old
 
Waste of time
What could have been a wonderfully delightful movie really fell flat and had my kids asking me "Is that it? Is there any more to it?" There were a couple of interesting scenes, but for the most part they were like an oasis in the desert. If they would have developed the storyline or plot better it wouldn't have been such a flat movie. Nothing objectionable at all - just a movie my kids never wanted to watch even a second time.

doper
parent of 13 year old
 

sharonus
parent of 5 and 6 year old
 
Sweet movie with good messages about life
This was a fun, sweet movie. The magically store will really attract your kid's attention. The store expresses it's sadness as Mr. Magorium plans to 'depart', so be prepared to discuss death with your child. The subject is handled very well, however. I also liked the relationship between the adult and child who both needed friends in their lives.

robinrunner
teen, 14 years old
 
kid-friendly and plenty of fun for the family.
Fantastic movie that any one no matter what age can watch. SPOILER: kids learn how to deal with the death of a person who was close to them when Mr. Mogorium dies. Positive messages make up the movie, and all the employees of the emporiom are good role models.

oliviana
kid, 12 years old
 
GOOD FOR EVERYONE
This movie is REALLY GOOD. I saw it for a friends birthday when I was 7, and-4 years later- I still love it. The ending is kind of sad, but good all the same. It's really funny and good for most kids. Really though, this NEVER gets old.

R*Q*E
kid, 13 years old
 
I loved this movie!!! :D
I CANNOT believe what everybody says!! This is a GREAT movie, and I think it should be for ages 0+ up! This deserves a 5 star rating! I don't think it's THAT sad when "he dies". It's just "he dies". Nothing more than that! I admit I got tears in my eyes. The actors were TERRIFFIC! Dustin Hoffman, Natalie Portman, Zach Mills, and all the others!!! It was wonderfully put together. I LOVED IT!!!!!!

jllsmom
adult
 
I cried! So did my 7 year old!
Just wanted to give people a heads up that this is a SAD movie. I wasn't prepared and therefore couldn't prepare my son.

momo456
kid, 13 years old
 
stupid
most worst movie ever me and my friend went he asked how much longer

 
One of my favorite movies! (age 8)
I think the movie was the best because there is a lot of magic and people in the movie care about other people in the movie.

mkalv
teen, 17 years old
 
Weird.
All of the toys made me dizzy, and the old man is silly. It was a weird movie.

 
Wonderful
I thought this was a great movie to take the family to over Thanksgiving or Christmas break! Nothing objectionable.

nina08
adult
 
Magical Tale about a sensitive subject
It was entertaining and the subject of transitioning from death to another world wasn't heavy or overdone. We liked the way to story played out, I think in time it will stand out as an unique and exceptional film despite what most childless cynics say over at Rotten Tomatoes. Worth the rental.

shanno15
teen, 16 years old
 
My review
I thought this movie was cute,colorful,and entertaining. The only bad language is the word crap, and Mr.Magorium says he's leaving, you dont see him die, but he says his goodbyes, and then a funerul is shown.

 
I thought it was a good movie but but both my eight year old son and six year old nephew both liked it but said it was a little sad. There are some funny parts in the movie but I think it was a little too mature for really young kids.

 
Innapropriate for Kids dealing with death in their lives...
I let my 6 and 12 year olds watch this movie (without doing the research) by themselves. I read the back and checked out the G rating and thought "Oh, this is fine". The back of the box says that the boss is going to retire, not DIE. My children lost their grandfather and are dealing with death and what it really means. My son is all of the sudden (I thought) freaking out again about my death and thinking that I am going to die and leave him. I just watched the movie and now I know why he is again freaked out. Had I had known that Mr. Magorium was slated to die and not just retire, I never would have allowed him to watch the movie. My daughter yes, that I why I suggest that this movie is for older kids and not those who are dealing with a real death in their lives. It's not sweet and trancendant...it's death and has thrown my family back to having to reassure my son that if Nana picks him up at daycare it's because Mom is working and not because she is dead.

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