[11][12] In a short BBC documentary, Rowett said that he considered the toys in his suitcases "dead" because they were no longer used, and that he took "great delight" in being able to bring them out and show them to people through his YouTube videos.

It was developed by Hendrik Ball and George Auckland (then BBC producers) who were exploring the role of the media and the World Wide Web during the late 90s.

Since the success of the Grand Illusions YouTube channel, and the attention it has received on websites like Reddit, the store has commissioned new toys and also stocks unique items that are handmade or produced in small quantities.

[19][20][21] Rowett lives by himself at his Twickenham home in England,[5] and claims to have not owned a television or computer since the 1970s[4] (however in January 2017 he acquired a model Televisor for his collection).

[25] Journalists who visited Rowett's home noted that his collection, which spans over 50 years and contains an estimated 25,000 pieces,[5] takes up a large amount of space.

It was reported there were over 180 suitcases[4] which are neatly ordered by year, and most of his walls and bookshelves are filled with items, including novelty clocks and display cabinets with optical illusions.

After a meal at a restaurant, he allegedly went outside and inflated a large balloon using a helium cylinder stored in the boot of his car, then lit and attached a sparkler before releasing it into the air.