Toys"R"Us exclusive brand reimagined

WAYNE, N.J. — Ahead of the holiday season, Toys"R"Us has announced the redesign of Imaginarium, further emphasizing its focus on exclusives this year. The company has revamped Imaginarium, the company's exclusive, specialty learning brand. The brand has been given an updated logo and 50 new products designed to promote childhood development by stimulating visual, auditory and manual senses. Toys"R"Us announced that it is inviting customers to experience the Imaginarium redesign at special in-store shops beginning Oct. 4 and online at

Toys"R"Us' Imaginarium line now includes more than 100 products. New packaging helps showcase the brand's focus on specialty craftsmanship and creating memorable childhood experiences, the company reported. 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.

“Since acquiring the brand more than 10 years ago, Imaginarium has become one of the most comprehensive segments in our differentiated product portfolio,” said Mark Murphy, SVP “R”Us Brands for Toys“R”Us Inc. “We are excited to expand the line this fall with a whole new assortment of great toys and updated packaging, while showcasing Imaginarium as an anchor for our learning environment in our stores. Imaginarium products have long promoted learning and discovery, and together with their quality design, have become a favorite among children and parents.”

Imaginarium, which Toys"R"Us acquired in 1999, is the company's largest exclusive brand and features items priced from $4.99 to $299.99. The company also acquired Imaginarium's global equivalent, the Universe of Imagination, which at the time included 41 retail locations. By 2004, the stand-alone Imaginarium stores had closed, enabling Toys"R"Us to continue growing the brand through its own channels.

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