Myrtle Beach has a new destination for families to turn an ordinary shopping trip into a magical adventure! The Cloak and Wand opened at Broadway at the Beach in June 2026, offering an immersive fantasy experience for all ages. Adopt a dragon, order a potion to drink, purchase a wand with hidden powers, and browse licensed merchandise from popular franchises such as Harry Potter, The Lord of the Rings, and How to Train Your Dragon.
Highlights at The Cloak and Wand
🐉 Magical Creature Adoptions: Choose a plush dragon, owl, housecat, or another animal, complete with an adoption certificate.
🪄 Wand Emporium: Choose a wand and let the staff reveal its hidden power!
🧪 Potion Bar: Build your own drink or try combinations like Wizard Beer, Liquid Gold, Mermaid Tears, and Purple People Eater. All beverages are nonalcoholic, with caffeine-free and sugar-free options available.
🛍️ Fantasy Gifts: Browse books, notebooks, home décor, toys, figures, candy, and merchandise from popular fandoms.
⏰ Hours: 10 am to 10 pm daily (may vary seasonally)
📍 Address: Broadway at the Beach at 1315 Celebrity Circle, Suite 109, Myrtle Beach, SC
Explore a Shop Full of Storybook Magic
The Cloak and Wand is a gift and beverage shop inspired by popular fantasies from literature and film. From floating candles to life-size creatures in the windows, you can expect floor-to-ceiling décor that puts you right into the pages of a storybook.
The owner, Ellie Greenberg, is the mom and entrepreneur behind Wonderlosity, a company committed to curating immersive shopping experiences for families. She opened the first of The Cloak and Wand stores in Mystic, Connecticut, in 2021, followed by a second location in Lahaska, Pennsylvania, just over a year later.
The store at Broadway at the Beach marks the first location in the southeastern United States. Broadway at the Beach has long been a popular hub for shopping, dining, and recreation in the area, making it an easy place to work this stop into your next Myrtle Beach vacation.
Adults and kids alike will delight in the walls of books and notebooks, home décor, toys and figures, candy, and so much more. But the fun doesn’t end there: Two special in-store experiences await those who purchase a creature companion or magic wand on their visit!
Adopt a Magical Creature
A cute, animatronic dragon oversees the corner for Magical Creature Adoptions. We found a colorful selection of plushies here, including dragons, fluffy housecats, owls, and other animals.
Each of my kids had a different favorite, and they were all so soft and huggable! If your kids have different ideas about what makes a good magical companion, they’ll have several kinds of creatures to consider. A dragon might be the obvious choice in a shop like this, but the fluffy housecats and owls deserve a look, too.
Each one comes with a special adoption certificate, making your new magical pet feel oh-so-official. That little detail gives kids something to keep alongside their animal and makes choosing a vacation souvenir feel like adopting a new companion!
Find Out Which Wand Chooses You
The Wand Emporium is a major highlight, with a moving portrait watching from the wall as you evaluate your options. Wands are available to preview inside a glass case, with designs like curled dragons, vibrant gems, and spooky ravens.
After you choose your wand, the staff will check whether the wand chooses you, too! Upon activation, a hidden power will also be revealed… Your wand will light up to reveal the red power of a phoenix aflame, the green of a dragon soaring over the earth, or the blue of a kraken deep in the sea!
Order a Drink at the Potion Bar
If you love to shop and sip, then don’t miss the Potion Bar, where you get to decide the perfect blend for your own magical drink! Drawing upon more than 60 unique flavors, you can either build your own drink or choose from popular mixes like Wizard Beer, Liquid Gold, Mermaid Tears, Hot Chocula, Rhyme and Coconut, and Purple People Eater.
All beverages are nonalcoholic, and there are hot, cold, and even carbonated options. The brew crew can give you many caffeine-free recommendations for kids, too, and there’s even a special Skinny Witch menu with a few tried-and-true sugar-free recipes!
More Storybook Shops at Broadway at the Beach
If you love the sound of immersive fantasy, then get excited for more in store. The Cloak and Wand is actually one of three immersive shopping experiences by Wonderlosity coming to Broadway at the Beach!
The Cloak and Wand was preceded in the summer by Alice’s Little Haunted Bookshop, where you’ll find nothing but the spooky, strange, and downright deranged. To take the magic even further, Wonderlosity has announced that Alice in the Village is coming to join them in 2027, offering tea and macarons inspired by Lewis Carroll’s Alice in Wonderland.
Together, these three shops will bring unique storybook worlds to life all in one place at Broadway at the Beach. Find the one that suits you best or explore them all to experience the full range of enchantment in store.
Good to Know Before You Go
Before you stop in for a potion or pick out a magical companion, here are a few details to help you plan your visit. From spooky décor to custom cloaks, these are the things families should know before exploring The Cloak and Wand.
Is The Cloak and Wand kid-friendly?
This store goes all-in on the fantasy world of magic, encompassing both the lighthearted and the dark. The space feels designed to engage adults and children alike, but sensitive kids may find some of the decorations unsettling or scary. Alongside all the fantasy fun, we also noticed items like tarot cards, palm-reading guides, spell candles, and Ouija boards. Consider your family’s values and sensitivities when deciding whether The Cloak and Wand is right for you.
Does Potion Bar sell alcoholic drinks?
No. All beverages are nonalcoholic, with hot, cold, and carbonated options. Ask the brew crew for caffeine-free recommendations or sugar-free recipes from the Skinny Witch menu.
Does the Myrtle Beach location offer custom cloaks?
Although some online listings for the store mention custom cloak designs, the Myrtle Beach location does not offer custom cloaks at this time. Kids’ cloaks are sold here, but customization is not currently an option at this location.
When is the best time to visit The Cloak and Wand?
We visited on a weekday morning and were the only people in the store, but I’d be willing to bet this place gets busy on evenings and weekends! Keep it in mind for spooky-season shopping or holiday gifts for a fantasy fan. Hours are 10 am to 10 pm daily, but may vary seasonally, so call 843-213-1617 to confirm before visiting.
Where is The Cloak and Wand in Myrtle Beach?
The shop is located in the shopping complex at Broadway at the Beach. The store address is 1315 Celebrity Circle, Suite 109, Myrtle Beach, SC 29577.
The Cloak and Wand
1315 Celebrity Circle, Suite 109
Myrtle Beach, SC 29577
843.213.1617
There’s lots more fun to discover in Myrtle Beach. You’ll find it in our Travel Guide to Myrtle Beach, SC.