You can find some Broadway pins, magnets, t-shirts and sweatshirts here. They're about the same price as you will pay at the theater shop. You also will find your standard "I love New York" merchandise. There are lots of unique items and desk toys if you're gift shopping. Recently I've seen some cans of the collector's edition Golden Spam there for about $13. It's cute to pick up if you have seen Spamalot at the theater or interested in Monty Python.
And I definitely agree with the previous reviewer that the staff watch you like hawks. No matter who comes in, they just stand nearby and watch. Sometimes, they don't even bother asking you if you need help -- they just stare apprehensively. Just a bit excessive. LOL.