Four new sets, including Card Magic, Magic of the Mind, Street Magic and Sleight of Hand, will all be unveiled at London Toy Fair.
Paul Lamond is set to make its debut into the magic space with Britain’s Got Talent magician, Jamie Raven.
The magician, who made his first appearance on the talent show in 2015, has partnered with the toy company to develop a line of Incredible Magic Sets.
The four sets including Card Magic, Magic of the Mind, Street Magic and Sleight of Hand, will all be unveiled at London Toy Fair.
Plus, each set also boasts a secret online link where Raven demonstrates how to perform each trick.
“Magic has been part of my life for over 20 years and there is nothing better than performing to an audience. In the last 12 months I have delivered over 100 live performances,” said Raven.
“Experiencing magic performed in front of your very eyes is a completely different experience to watching a filmed clip of it, so I am very excited to be launching these new magic sets that not only provide tools of the magic trade, but most importantly the performance tricks too.
“We have created the sets to empower budding magicians to fulfil their true potential and ultimately the confidence to deliver amazing live performances too.”
Each of the sets will retail for £9.95 and will be available from February 2017.
Richard Wells, MD of Paul Lamond Games, added: “With Jamie on board it really does look like 2017 is going to be a truly magical year for us.
“Jamie is such a cool, young and talented magician; youngsters are captivated by him and the effortless magic he performs. It is fantastic that Jamie is going to be sharing some of his secrets within these sets so we can all look to emulate him.”