He is a light blue colored fish with blue lips and black hair. He wears a black coat and brown pants, a green tie, and glasses.
Horace B. Magic is a greedy, selfish, rude, unkind, and cruel businessman. He seems to care about money instead of caring about people. SpongeBob found out that he was a traitor. Horace called the security and they kicked out SpongeBob and Patrick. He may not have been all bad because he offered SpongeBob a full refund for his magic kit.
He seems to only care about making money by selling kids fake magic kits. He lives at 1942 Wizard Street, Bikini Bottom. His disguise is that of a floating fish head in which case he is similar to the Wizard of Oz, as both lie to the main characters but while the Wizard is kind, Horace is greedy and selfish. He seems to be a parody of a businessman who cares only about making money by selling fake products, and when SpongeBob and Patrick find out, SpongeBob denounces him as a corrupt businessman to which he responds by calling security to throw them out.
He also seems to act like the complete opposite of the person he plays: Mr. Magic.
He is an obviously based on the Wizard of Oz, more accurately, the human who pretended to be him.