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The Magic Folks began with a simple purpose: to help children experience creativity, connection, and joy through sensory play.
As parents and a military family, Sue and Jay understood the challenges that families face during deployments, relocations, and other periods of change. They wanted to create meaningful activities that could keep children engaged, encourage imaginative play, and help families spend quality time together.
What started as a family-inspired idea grew into The Magic Folks, a sensory play company committed to creating magical experiences for children of different ages, abilities, and interests. Each product is designed to inspire curiosity, support hands-on exploration, and turn ordinary moments into lasting family memories.
Although our story began within the military community, our products are made for every family that believes in the value of creativity, connection, and play.
Family Connection
Our products are designed to bring children and caregivers together through meaningful, hands-on experiences.
Inclusive Play
Every child experiences the world differently. We strive to create sensory play experiences that can be enjoyed by children with a wide range of interests and abilities.
Creativity
We believe children should have the freedom to imagine, explore, experiment, and create their own stories.
Quality and Care
We carefully consider the materials, presentation, and experience included in every product we create.
Joy and Wonder
Childhood should be filled with discovery. We create products that make everyday play feel exciting, memorable, and magical.
Community
Our military roots taught us the importance of belonging, support, and connection. We remain committed to creating experiences that bring families and communities closer together.
Sue is the creative heart behind The Magic Folks. A native of Brazil, military spouse, entrepreneur, and mother of five, she brings creativity, warmth, and a family-centered perspective to every sensory play experience the company develops.
Life with five children, including two energetic two-year-old twins, provides constant inspiration and plenty of real-world product testing. Watching how her children explore, learn, and play helps Sue develop new themes and ideas that capture children’s curiosity and imagination.
Sue leads the creative direction of The Magic Folks, from developing product concepts and selecting themes to thoughtfully designing the details included in each sensory experience. Her goal is to create products that encourage children to explore while helping families enjoy meaningful time together.
Dr. Jay Jones is a military officer, educator, entrepreneur, husband, and father of five. His military experience gave him firsthand insight into the deployments, relocations, and extended separations that military families often face.
Jay oversees the business operations behind The Magic Folks, including strategy, financial management, partnerships, and long-term growth. While Sue leads the company’s creative vision, Jay works behind the scenes to build the structure and systems needed to bring that vision to families.
Together, Sue and Jay combine creativity, business experience, and the everyday inspiration that comes from raising five children. Their family remains at the center of The Magic Folks and continues to inspire new ways for children and caregivers to connect through sensory play.
Rainbow Magic Dust w/Magic Liquid - | Magic Potion | STEM | Sensory Play | Halloween Gift | Birthday Gift | Christmas Gift | Montessori | Holiday Sensory
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Galaxy Sensory Potion Kit® - | Magic Potion | STEM | Sensory Play | Halloween Gift | Birthday Gift | Christmas Gift
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Magic Crystal Sensory Potion Kit® - | Magic Potion | STEM | Sensory Play | Halloween Gift | Birthday Gift | Christmas Gift
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