Branching out from licensing kids entertainment brands from companies including Warner Bros. Discovery, Universal, DreamWorks and Paramount, Toybox Labs has signed its first celebrity licensing deal for its 3D printer for kids with world-renowned magicians Penn & Teller. 

The partners are collaborating on a range of five print-at-home magic tricks that will go beyond the simple sleight-of-hand illusions that are typically featured in starter magic kits for kids. Retailing for an estimated US$5 each, the tricks will be available in Q4 2024.

Toybox COO Malcolm Bird, an amateur magician himself, is excited to be working with two of his idols to introduce the craft of magic to a new generation in a more legitimate way. Penn & Teller have been honing their stagecraft for over 40 years, from humble beginnings busking on the streets of Philadelphia, to sold-out runs on Broadway and the longest-running resident headline act in Las Vegas history. They’re also the stars of critically acclaimed magic competition series Penn & Teller: Fool Us!, the 10th season of which aired on the CW Network between October 2023 to April 2024.

Penn was an early adopter of 3D printing technology with his kids, but still finds most printers confusing and complex to use. Discovering Toybox’s one-click integrated platform thrilled him as a user, and was the catalyst for this licensing deal.

According to Bird, Toybox currently has around 250,000 users on the platform, and they make 14.7 toys (all fully biodegradable) per month on average. He adds that a toy is printed every 3.1 seconds, and all told, 15 million toys have been made since the Toybox launched in 2017.