Art of Play Brooklyn: Inside the Most Enchanted Curiosity Store in New York City (2026 Guide)

Art of Play Brooklyn: Inside NYC's Most Magical Curiosity Shop (2026 Guide)

 Some stores sell you stuff.Art of Play sells you wonder.

Located at 69 Atlantic Avenue in Brooklyn Heights, this isn't just another gift shop.
It's a special place with carefully picked puzzles, optical illusions, playing cards, and other interesting items — and there's a secret most people don't realize when they first visit.

Behind the shelves, there's a hidden door leading to a small 26-seat theater where some of the world's top close-up magicians perform for small groups.
No big stage, no flashy lights (though there might be a little fog).It's just magic, done up close and personal in a space that feels like a secret club for magic tricks.

Let me take you through everything you need to know about this Brooklyn treasure.

What Exactly Is Art of Play?

Identical twins Dan and Dave Buck began Art of Play as a playing card business in San Diego. They gained a reputation for creating exquisitely crafted, collector-quality decks that magicians and cardists genuinely desired to use. Then, in October 2024, they launched a physical storefront in Brooklyn in collaboration with children's author Adam Rubin, a New York Times bestseller. The outcome? A store that Rubin refers to as "an antidote to the mindless scroll" is a physical location created to force you to put down your phone and interact with something tangible. Rubin told Brooklyn Paper, "We want to provide these amusements of inquiry with a level of design and sophistication that an architect walks in here and thinks, 'These are the toys for me,'" The shop's goal is straightforward: adults require play as well.

What You'll Find Inside

Walking into Art of Play is like entering a curious collection of unique items created by someone who has great taste and a good sense of humor.

Let me take you through all the important things you need to know about this special spot in Brooklyn.

Playing Cards (Their Bread and Butter)

This is where Art of Play became well-known.The shop has dozens of special card decks, ranging from simple designs to creative art projects.Here are some of the standout ones you might come across:

Prime Playing Cards — the first deck that started it all, made by artist Ben Newman in 2014 using just primary colors

DKNG Wheels series — fresh takes on the old Bicycle Rider Back deck, available in colors like red, gold, and more

Yosegi Playing Cards — inspired by Japanese wooden inlay art, they look absolutely amazing when you see them in person

Flea Circus Mini Cards — 54 different fun and playful illustrations, all packed into a small, fancy deck

Just a heads up: if you're even a little into card tricks or magic, your wallet might start feeling the pinch.

Puzzles, Games & Optical Illusions

The store is filled with conversation starters and brainteasers in addition to cards. Imagine games you have never seen before, visual illusions that confuse your mind, and wooden puzzles that appear insurmountable. Every twelve hours, a blossoming clock grows and shrinks. color-changing spinning tops. candy dishes that appear larger than they are.

Books & Magical Home Goods

The shop also has books about magic, creativity, and design, along with home items that match the "magical" style.It's a place where you might come in looking for a birthday present and leave with three things you really like for yourself.

The Secret: A Hidden 26-Seat Magic Theater

This is the point at which Art of Play transitions from "nice shop" to "holy crap, this is incredible." 69 Atlantic, an intimate performance area named after the building's address, is located behind one of the store's hidden entrances. Only 26 people can fit inside (other sources claim 18, although the current configuration can hold 26). Every week, the theater presents close-up magic acts with actors that are flown in from all around the world. Performers who have signed the bottom of the theater's close-up table as a sort of guestbook include Eric Mead, Zabrecky, R. Paul Wilson, Inés, and Alexandra Duvivier. Shows cost roughly $125 per person, including free beverages, and last between 60 and 75 minutes. Your best option is to sign up for Art of Play's email to get announcements because tickets sell out quickly. "We were sitting right up close," said one PIX11 reviewer. I have no idea how any of those feats were accomplished, even if they were that close. It was astounding. You will not find anything like this at Target. It is similar to what you discover when you fall down a rabbit hole on the internet at two in the morning, except it is real and tangible.

The Kelly Clarkson Controversy (October 2026)

In 2026, no guide to Art of Play would be complete without talking about the big issue that everyone is noticing.

In October 2026, Kelly Clarkson posted on X (formerly Twitter) about her experience at the store.
She said a worker treated her like she couldn’t pay and compared the situation to a famous scene from the movie "Pretty Woman," where the main character gets ignored at a high-end shop.

She wrote to her 8.8 million followers, saying, "You're an idiot and just lost a huge sale."

Her post became really popular online.
Soon after, Art of Play’s Google reviews started getting a lot of one-star ratings from her fans.

Art of Play responded by sharing a positive review on their Instagram Story, saying their staff was "genuine kind," but then took it down a few hours later.
They also didn’t talk to the news media.

Here’s what I think: One bad experience doesn’t mean the whole store is bad.
Art of Play has lots of good reviews and is known for having friendly, knowledgeable staff.But it’s still worth mentioning because if you search for the shop online, you’ll see it.And it’s part of the story of the store in 2026.

If you go there, make up your own mind.

Practical Info: Hours, Location & Tips

Where Is It?

Art of Play
69 Atlantic Avenue
Brooklyn Heights, NY 11201

It's a short walk from the Brooklyn Heights Promenade and can be reached easily from several subway lines.
If you're using Apple Maps, simply search for "Art of Play" and it will show you where it is.

When to Go

The store is open every day, but the hours might change sometimes.Before you go, check their website or Google page to make sure.

Tip: If you want a calmer visit, go on a weekday afternoon.
Weekends can get crowded, especially if there's a show happening that night.

What to Budget

Playing cards cost between $10 and $25 per deck.

Puzzles and games range from $30 to $100 or more.

Magic shows are about $125 per person, which includes drinks.

Just walking around is free, and it's really easy to get distracted.

Tips for Your Visit

Make inquiries. The employees are knowledgeable. They will explain a puzzle or a card if you have questions. Examine the schedule for the show. Even if all of the tickets are sold out, it is still worthwhile to be aware of what will happen. Avoid hurrying. This store is meant to be browsed. Take your time. Pick things up. Take a look at the puzzles. Bring a companion. You will want someone to argue about which deck to purchase, and the magic acts are better shared.

Final Thoughts: Why Art of Play Matters

does not think you are merely passing the time. It encourages you to play, actually play, in a way that most adults have not done since they were kids. That Kelly Clarkson stuff did exist. Yes, the cost of the magic shows is high. Indeed, you will most likely spend more than you anticipated. However, enter 69 Atlantic Avenue if you are in Brooklyn and want to experience something different from the boring daze of another Amazon scroll. Maybe you will take a deck of cards with you. You may come away with a new pastime. A magic trick done three feet in front of your face could truly blow your mind as you depart. In either case, you will take away something that a screen cannot provide. Have you visited Art of Play? What were your thoughts? Share your experience or your preferred deck from their collection by leaving a comment below.

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In an era where most shopping happens on a screen, Art of Play is a reminder that physical spaces can still create genuine wonder.

It's a store that trusts you to be curious. It doesn't dumb things down. It