Common Sense Review

With a central character who feels a lot like a kiddie version of one of Tim Burton's quirky creations, Zach Helm's MR. MAGORIUM'S WONDER EMPORIUM is a fun movie that will delight young kids -- and leave their parents fielding requests for lots of holiday toys (preferably magic ones).

But while the movie has some exceptionally sweet and tender moments, it falls short on really delivering the magic that's referred to so often in characters' conversations throughout the film.

As the movie opens, the titular store's enchanting, extraordinary, 243-year-old owner, Mr. Magorium (Dustin Hoffman), has decided that his time in the emporium has run its course. He attempts to hand his life's work over to his manager, Molly Mahoney (Natalie Portman) -- to both her dismay and that of the store itself. The magic building proceeds to throw something of a temper tantrum -- toys caroming off the shelves, walls fading from vibrant red to sad gray.

Meanwhile, stuffy accountant Henry (Jason Bateman), a non-believer in all things magic, has been brought in to help get Mr. Magorium's finances in order so he can leave the store in good standing. With a little help from Mahoney and 9-year-old resident loner/store-clerk Eric (Zach Mills), Henry finds that life doesn't have to be all work and no play.

From these unlikely friendships comes a story filled with magical wonderment and strong messages about believing in yourself and others. Despite the fact that all of the movie's strengths -- a talented cast, a fabulous set, impressive special effects -- somehow don't quite add up to a true childhood classic, there's definitely plenty here to captivate kids' imaginations.

Fans may also enjoy Charlie and the Chocolate Factory, Night at the Museum, Toy Story, and, for older tweens, Lemony Snicket's A Series of Unfortunate Events.

What Parents Should Know

Parents need to know that this sweet family-friendly fantasy is brimming with product placement, though most of it's in context (you can't really make a movie about a magic toy store without toys...). Plus, the positive messages about friendship, trust, finding your potential, and believing in yourself overshadow most of the branding. There isn't any violence, but the store does throw a temper tantrum that sends toys flying after patrons (the red walls also fade to gray, and the toys lose their spark and color). A significant death is handled gently and poignantly; there are some sad scenes, but it's peaceful and uplifting overall. A young boy is looked at as a loner and has trouble making friends with other kids.

Families can talk about product placement and commercial tie-ins. Did your kids notice how many toys were featured in the movie? Why were some more obvious than others? Where else have your kids noticed ads and other marketing for this movie? Also, why do you think Eric felt that he was different than the other kids? Did your child relate to his character? Families can also use the movie as an opportunity to talk about death. What does it mean? How do you cope with it? Is dying always sad? Why or why not?