Color Of Money

Couple finds a wrinkle in the market.

John and Wendy Bialek celebrated a milestone in 1976. That's the year they founded Magique Novelties Inc. Today, it's other people's milestones that keep the Bialeks in business.

Magique Novelties is best known for its Over the Hill products--a line of gifts and novelties aimed at the age-old tradition of making fun of old age. When they opened their novelty store, John, 47, and Wendy, 42, focused on Halloween products. In the 1980s, however, they gradually shifted into the wholesale market--and that's when the Over the Hill line took off.

"We just couldn't keep them in stock," says Wendy of the black roses, Over the Hill canes, black decorations and other products.

Wendy's tips for would-be novelty wholesalers: "Keep your product fresh, light and funny." A no-
minimum-order policy has also helped Magique persuade retailers to try the products on their shelves.

Magique sold almost $4 million in Over the Hill products last year, but the Bialeks aren't living in the past: New lines in the works focus on wedding, baby shower, and anniversary gifts and decorations.

This article was originally published in the April 1997 print edition of Entrepreneur with the headline: Color Of Money.