Welcome to the Magic Store of Nu-Cham-Vu, located in Anchan Bay, a seaside village in an unknown corner of the world. Here you will find the most unusual things: chocolate cakes made of potatoes and cream, toffee rolled around sugar cane sticks and beetroot ice cream garnished with tomato-chilli jam. It also sells the most amazing magical toys—a flute that can sense seasons, a toy bird that always speaks the truth and a doll that can do translations! But the strangest creature of all is Nu-Cham-Vu, the monstrous owner of the store, who loves tormenting the parents and teasing the kids who come to buy his toys. One day the grown-ups decide to kick him out of Anchan Bay. But the children don’t want him to go!