Imaginarium
Consumer Products

Toys ‘R’ Us grows proprietary Imaginarium line

Specialty Imaginarium learning toys - which were acquired by Toys 'R' Us back in 1999 - now feature a new logo and 50 new products that are designed to promote childhood development.
September 27, 2011

Toys ‘R’ Us has positioned its Imaginarium brand for growth through a new look and expanded product offerings.

Specialty Imaginarium learning toys – which were acquired by Toys ‘R’ Us back in 1999 – now feature a new logo and 50 new products that are designed to promote childhood development.

The 2011 additions to the Imaginarium line bring the total assortment to more than 100 products that span five categories – Discovery, Pretend, Harmony, Express and Creativity. The company is also supporting the Imaginarium redesign and product expansion with a fully integrated marketing program that includes print advertisements as well as in-store and online boutiques.

Starting October 4, US customers will be able to find Imaginaruim goods, as well as other proprietary Toys ‘R’ Us brands, in a new in-store feature shop.  As the largest segment of the Toys ‘R’ Us exclusive brands portfolio, Imaginarium products anchor the shop as the dominant assortment.  A dedicated online Imaginarium boutique at Toysrus.com/Imaginarium has also set up shop.

About The Author
Wendy is Kidscreen’s Associate Editor. When she’s not sourcing material for the brand's daily email newsletter, she’s researching, writing and connecting with others about the newest trends in digital media. Contact Wendy at wgoldman@brunico.com.

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