One might think that they are walking into an upscale souvenir shop when first entering the Theatre Circle, as it is filled with I Love NY tee shirts, mugs, and other trinkets. Upon closer examination, however, there is a treasure trove of memorabilia waiting for the theater enthusiast. Back in 1978, the owners of this Broadway institution began peddling theater-related merchandise outside the nearby theaters on 44th. The business grew, and they were able to move into a space at One Shubert Alley, and later opened up this second shop in the 1990s. We stopped in and spoke with Craig, a self-proclaimed "great guy and general manager, " and were immediately struck by his passion for everything theatrical. He quickly ushered us into the back room where he proudly announced that it holds roughly ten thousand scripts of Broadway shows come and gone, as well as playbills, posters, music and so much more.