He is a light blue colored fish with neon blue lips, and has a light pale blue dorsal fin, and has black hair. He wears a black coat and brown pants, a dark green tie, and gold colored 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.
He appears when Patrick opens a curtain in the location where Mr. Magic supposedly is, and when SpongeBob and Patrick find out that Mr. Magic isn't real and that Horace does this for profit, 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.
He seems to be a parody of a businessman who cares only about making money by selling fake products.