My Grandparents' actually live on Table Rock Lake, so I'm in Branson quite a bit for the Summer- just left there today, actually. The magic shops at Celebration City and SDC really aren't that great. In the past, my cousin and I always got season passes to all three parks down there, and I hung out a lot around the magic shops.
They have very few selections- mostly cheap beginner stuff and Gospel magic. The people there aren't very nice, either. Except one of the guys at the Celebration City magic shop is pretty cool.
I've never been to "It's Magic", but I'm going to try to make it the next time I'm down there later this month- supposedly it's an ok shop.
The magic shop here in KC isn't that bad, but I've heard bad things about the people that work there, as well. And just as a warning- the magic shop in US Toy isn't actually *in* KC, it's on State Line Road... about 30-45 minutes from downtown.
I was going to try to get a job at the Celebration City/SDC Magic Shops this Summer, but it didn't work out. Next summer I'm going to try to get a job at either Indian Point, State Park Marina, or Big Cedar, so I can just take the boat to work every morning- cheaper and faster! But, that's off topic...