‘Believe in Magic & Sparkle,’ says the Marks & Spencer television Christmas advertisement. The phrase is meant to suggest the shop, but it seems rather distant to me, either verbally or associatively (the shops, being lit by fluorescent tubes, are staring rather than sparkly). The popular name is Marks and Sparks, but merely as a rhyme.
There is already an outfit called Believe in Magic. ‘Believe in Magic is a charity,’ its website says, ‘that spreads magic to the lives of seriously and terminally ill children.’ It takes them on outings for a treat. There is little chance of Believe in Magic being confused with Marks & Spencer. There is also some stuff called Ibuleve, a gel for the relief of muscular and rheumatic pain, strains and sprains. The Ibu- bit is related to the active ingredient, ibuprofen.
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