Shop the Show Floor: How to Navigate the Dealers Room and Artist Alley

If you’ve ever wandered into a convention’s show floor and felt your soul quietly leave your body at the sight of that much merch, welcome to the club. The Dealers Room and Artist Alley at M.A.G.E. 2025 (October 31–November 2, 2025, at the Hyatt Regency Minneapolis) aren’t just shopping spaces — they’re immersive experiences, fandom ecosystems, and budgetary danger zones all rolled into one. Whether you’re a collector, a casual shopper, or someone who just likes shiny things, this is where M.A.G.E. transforms from a convention into an adventure.

The Show Floor at a Glance

Picture this: rows upon rows of vendor booths under glowing convention lights, aisles buzzing with chatter, music pulsing softly from a nearby booth selling imported CDs, and a cosplayer dressed as Link haggling over a replica sword. The Dealers Room and Artist Alley are the beating heart of M.A.G.E.’s marketplace — one half commercial carnival, one half creative bazaar.

The Dealers Room is where you’ll find the big names: licensed anime distributors, collectible sellers, plush vendors, game stores, and retailers who travel from con to con with literal treasure chests of fandom gear. The Artist Alley, meanwhile, is where independent creators thrive — digital artists, crafters, painters, jewelry makers, and fan merch designers turning passion into livelihood.

Both spaces usually intertwine at M.A.G.E., which makes exploring them feel like stepping into a living collage of pop culture — half marketplace, half art gallery, all wonder.

Start with a Strategy (Because Chaos Is Expensive)

Here’s the truth: if you walk into the show floor without a plan, you’re going to spend more, walk more, and possibly cry more (especially when you realize you left your wallet in your hotel room). M.A.G.E.’s Dealers Room is huge — we’re talking dozens of vendors with overlapping product ranges — and Artist Alley can easily swallow an entire afternoon if you’re not careful.

Start by scouting the map. M.A.G.E. usually posts a floor layout and vendor list before the event, so download that PDF or bookmark it on your phone. Mark your “must-visit” booths first — whether that’s a specific game retailer, the charm artist you’ve been following on Instagram, or the booth that sells those dangerously cute frog plushies.

Once you’ve identified your targets, plan to explore in loops: one pass to scout, one pass to buy. That first lap helps you avoid impulse buys — because let’s face it, there’s always something even cooler three tables down.

The Dealers Room: Fandom Retail on Overdrive

The Dealers Room at M.A.G.E. feels like a carnival for collectors. Expect to see rows of booths packed with:

• Official anime and gaming merch: Think figures from Demon Slayer, Final Fantasy, and One Piece that you’ve only ever seen online — boxed, detailed, and often imported straight from Japan.

• Apparel and accessories: Con-exclusive T-shirts, enamel pins, cloaks, hoodies, and even gothic or Lolita fashion pieces that double as statement cosplay.

• Replica props and weapons: Perfect for costume builds or display. (Just remember to check M.A.G.E.’s prop rules — peacebonding is required.)

• Retro gaming and DVDs: Yes, there’s still a thriving market for physical media — especially limited-run anime box sets or rare cartridges.

• Plushies and blind boxes: You will tell yourself you’re “just browsing,” and then suddenly you’ll own a small army of round Pokémon.

The pro move here? Shop early for exclusives, late for discounts. Many vendors offer limited quantities on high-demand items (especially imported collectibles), so morning shoppers get first dibs. But on Sunday afternoon, when everyone’s thinking about packing up, you might score deals of 20–50% off as vendors lighten their load for travel.

Artist Alley: Where Fandom Becomes Art

Now let’s head over to the real soul of the show floor — the Artist Alley. If the Dealers Room is where you buy fandom, Artist Alley is where you feel it. Every table here is someone’s creative heartbeat: hand-drawn prints, keychains, zines, stickers, plush crafts, resin charms, and original art inspired by every corner of nerd culture imaginable.

What makes Artist Alley at M.A.G.E. special is the diversity of style. You’ll find everything from minimalist line art of classic anime scenes to watercolor portraits of RPG characters, plus sticker sheets, handmade plushes, fan zines, and enamel pins that somehow manage to capture entire fandoms in an inch of metal.

Don’t just browse — talk to the artists. Compliment their work, ask about their process, or chat about the fandom that inspired their design. Most of these creators fund their attendance through sales, commissions, and fan support. Buying directly from them means you’re putting money right back into the community — not some faceless merch machine.

The Etiquette of Shopping (Without Being “That Person”)

Con floor etiquette is simple but sacred. First rule: don’t block tables. It’s easy to get caught up gawking at prints or chatting about your favorite anime, but remember there’s a line behind you. Step aside to browse your haul or count cash.

Second, handle with care. Ask before touching anything on display, especially handmade crafts or resin pieces. Some items are fragile, and accidents happen fast in a crowded room.

Third, respect the pricing. Haggling might be common in the Dealers Room — especially for older stock or bulk buys — but it’s not okay in Artist Alley. Artists price based on materials, labor, and convention fees. Asking for discounts at their table can come off as disrespectful.

Finally, use digital payments responsibly. Many booths take cards or mobile pay, but con Wi-Fi can be sketchy. Carry backup cash in small bills, stored securely — and avoid waving it around like you’re making it rain.

Budgeting Without Killing the Fun

Let’s get real — the show floor is a black hole for your wallet. The key is setting a “fun budget.” Give yourself a total spending cap for the weekend, then divide it into categories: one chunk for merch, one for art, and one “chaos fund” for surprise finds.

A smart tip? Walk the floor once before buying anything. You’ll get a sense of pricing and variety, and you might realize that three different booths are selling that same plush at very different prices.

If you’re serious about collecting, bring a small notebook or use your phone to jot booth numbers and prices. And for the love of your bank account, don’t forget to save a little for Sunday’s clearance deals — or for emergency ramen after realizing you overspent on mystery boxes.

The Bigger Picture: M.A.G.E. as a Full Fandom Experience

The show floor might be where your wallet takes the biggest hit, but it’s far from the only thrill M.A.G.E. 2025 has in store. This con isn’t designed for a quick in-and-out shopping spree — it’s a full-blown weekend odyssey of fandom, community, and late-night chaos (the fun kind). Once you’ve conquered the Dealers Room and Artist Alley, it’s time to see what else this three-day extravaganza has to offer.

The Fantasy Ball

When the sun sets on Saturday, the ballroom transforms into something straight out of a fairy tale — if that fairy tale had anime characters, waltzing witches, and maybe a vampire or two. The Fantasy Ball is M.A.G.E.’s elegant centerpiece event, inviting attendees to trade sneakers for dress shoes (or boots, no judgment) and glide across the dance floor under soft lights and orchestral remixes.

Whether you show up in full cosplay regalia, a sleek evening ensemble, or your best mashup of both (“Victorian Sith Lord” is absolutely a look), you’ll fit right in. The vibe is romantic but relaxed — a chance to slow down after a high-energy day, grab a mocktail, and soak in the magic of fandom’s formal side. And yes, photographers will be there to immortalize your moment of ballroom glory.

Concerts and Raves

When the ballroom’s chandeliers dim, the glowsticks come out. M.A.G.E.’s late-night concerts and EDM raves are where the con’s pulse really kicks in. Expect live performances from J-pop and K-pop cover bands, chiptune artists, and high-energy DJs who turn the Hyatt into a mini music festival.

These events aren’t just for hardcore dancers — they’re community energy at its finest. Whether you’re bouncing in the crowd, people-watching from the edge, or just vibing with friends, the energy is infectious. And if you’ve never danced in a room full of anime characters and LED light sabers, well… consider that your bucket list item checked.

Fan-Run Panels: Where Fandom Meets Everyday Curiosity

If you think M.A.G.E.’s fan-run panels are all about anime tropes and cosplay sewing hacks, think again. These sessions are where the con’s creative chaos spills beyond the fandom bubble and into the wonderfully unpredictable territory of whatever fans happen to be obsessed with this year.

Each panel is fan-hosted, meaning you’re not sitting through a polished corporate presentation — you’re getting the good stuff straight from passionate people who live and breathe their niche. One hour, you could be learning how to design your own indie video game from someone who actually coded one in their basement. The next, you might wander into a session about how to spot and avoid tourist scams while traveling in Japan (because let’s face it, “budgeting for your dream trip” means nothing if you get tricked into buying a $200 “authentic” sushi keychain).

Some panels dip into the unexpectedly practical. You might find one on selling event tickets online — a godsend if you’ve ever tried organizing your own cosplay meetup or mini convention. Others might explore the evolving world of digital marketing, teaching artists and creators how to turn their fandom passion into an actual brand. It’s the kind of knowledge-sharing that feels part TED Talk, part chaotic friend group brainstorm.

Then there are the wildcards. One fan might host a cocktail-mixing demonstration (mocktails included, of course), while another might dive into the philosophy of sustainable interior design — complete with tips for creating a zen bedroom that doesn’t look like a sterile white cube. Someone else could be explaining how virtual reality is changing classrooms, and right after that, a gamer might be walking you through how to build a clean, ergonomic gaming setup that won’t fry your back after a weekend marathon.

You might stumble into a heartfelt discussion on women’s rights in media, or a cozy workshop about meditation and mindfulness — perfect for decompressing after three straight hours in the dealer’s room. Then there are the panels that go completely off-script, there might be one about balcony gardening for apartment dwellers, or a beginner’s guide to learning basic Chinese for fans who dream of watching dramas without subtitles.

And don’t underestimate the foodies in the crowd. There could be someone showing off quick baking hacks for con weekends (because hotel microwaves are more versatile than you think), or a vegan lifestyle panel that turns pantry scraps into gourmet snacks. Some hosts even mix in business talk — maybe brainstorming small startup ideas or sharing tips on transforming a creative hobby into a profitable side hustle.

That’s the beauty of M.A.G.E.’s fan-run panels: they’re unpredictable, deeply personal, and bursting with genuine enthusiasm. You never know what you’ll learn — maybe a new recipe, a new skill, or even a new way to look at your own fandom experience. It’s a reminder that the magic of conventions doesn’t just live on the stage or in the cosplay contests — it thrives in the everyday curiosity of fans who love to share what they know, one quirky panel at a time.

Cosplay Contests

Every great con needs its stage heroes — and M.A.G.E.’s cosplay contest is where creativity takes center spotlight. From painstakingly hand-stitched armor builds to jaw-dropping transformations, it’s equal parts fashion show, theater performance, and fan love letter.

Even if you’re not competing, don’t miss it. The crowd energy alone is worth the trip. You’ll see everything from screen-accurate anime recreations to hilarious meme costumes that defy logic but somehow work perfectly. It’s fandom performance art at its best — the kind of event that makes you appreciate how much passion goes into every stitch, prop, and pose.

Gaming Rooms

Need a break from crowds and shopping bags? The video and tabletop gaming rooms are your sanctuary. M.A.G.E. dedicates entire spaces to gaming — whether you’re craving a few rounds of Super Smash Bros., a marathon of Mario Kart, or a chill session of Catan with new friends.

The tabletop area is a great place to unwind and socialize at your own pace. You’ll find players teaching each other new games, RPG sessions that run deep into the night, and plenty of laughter echoing off the tables. Meanwhile, the video gaming hall hums with energy — tournaments, co-op challenges, and that one guy who’s been perfecting his rhythm game skills since 2010.

Even if you’re not a hardcore gamer, it’s a great place to watch the action, meet people, and recharge while staying in the con spirit.

The Royale Maid Café

Step out of the hustle and straight into whimsy at the Royale Maid Café — one of M.A.G.E.’s most delightfully eccentric experiences. Imagine sipping tea, nibbling pastries, and playing table games while cheerful maids and butlers in themed outfits serve with a mix of theatrical flair and genuine friendliness.

It’s part performance, part social event, and 100% unique. Whether you’re there for the cute aesthetic, the lighthearted atmosphere, or just to rest your feet and refuel with sugar, the Maid Café is a must-visit. You don’t need to be a regular at Akihabara cafés to enjoy it — the staff’s charm (and the snacks) will win you over fast.

A 24/7 Playground of Fandom

M.A.G.E. isn’t a “9-to-5” kind of con — it’s alive around the clock. The Hyatt’s all-under-one-roof layout means the party doesn’t stop when the panels close. You’ll find impromptu photoshoots in the lobby at 2 a.m., late-night karaoke, and room parties that feel like mini fan festivals.

It’s that all-day (and all-night) atmosphere that makes M.A.G.E. special. It’s a convention that feels like a living, breathing fandom city for three days — a place where the show floor is just the starting point, and every hallway, ballroom, and café table has its own story waiting to happen.

Ticket Information: Don’t Wait Until the Door

Tickets for M.A.G.E. 2025 are already on sale — and like any good con, prices go up the closer you get to the event. Here’s the breakdown:

• Weekend Badge: $40

• Day Badge: $30 (Sunday only $15)

• VIP Badge: $150 (includes exclusive access and premium perks)

Buying early isn’t just cheaper — it guarantees your entry and helps support the con in advance. Plus, VIPs often get early access to the Dealers Room, which means first dibs on exclusives before the crowds roll in.

Shopping Smart, Supporting Passion

At its core, the M.A.G.E. show floor is about connection — between creators and fans, art and audience, nostalgia and discovery. Every print, plushie, and pin tells a story, and every purchase keeps that creative ecosystem thriving.

So walk the aisles. Talk to the artists. Splurge on something handmade. And remember — your bag might get heavy, your wallet might get lighter, but your heart will leave the con full.

After all, fandom isn’t just something you buy. It’s something you share.