Toy Store To Close After 16 Years ​In Coolidge Corner

BROOKLINE, MA — Magic Beans is closing after 16 years in business in Coolidge Corner.

"Our business in Brookline has struggled in recent years while expenses have soared," the store's owners announced Friday. "When the lease came up for renewal, we couldn’t responsibly commit to another long term."

Owner Eli Gurock wrote that the landlord agreed to let them stay while the building found a new tenant.

"The space has now been leased, he said. "and it’s time for us to say good-bye to 312 Harvard Street.

The shop will close its Brookline doors for the final time, Sunday, Jan. 26.

Gurock and his wife, Sheri opened their first store in Brookline in 2004 before expanding to Boston, Wellesley and Cambridge.

It may be curtains for the Brookline location, but Gurock indicated they won't be going far.

“Our mission has not changed: we are still here to make life easier for parents. But as we look toward a sustainable future for Magic Beans, we know that we need a bold vision to bring this company into better alignment with the changing habits of our customers. Good things are coming, but not without some painful decisions.”

A new website will debut next month, according to Gurock.

In the meantime, he said, there's a clearance sale beginning this weekend in Brookline.

“We are feeling a lot of big feelings here as a family and as a company, but we know this is the right decision,” Gurock wrote. “More than anything, we are so grateful to our Brookline customers for their support and for allowing us to be part of their lives.”

Patch reporter Jenna Fisher can be reached at Jenna.Fisher@patch.com or by calling 617-942-0474. Follow her on Twitter and Instagram (@ReporterJenna).