Toys R Us Imaginarium Brand Gets a New Look

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October 11, 2011

Toys R Us continues its focus on private label and exclusive merchandise with a redesigned and expanded Imaginarium brand.

The retailer has added 50 new products that promote childhood development by stimulating visual, auditory and manual senses, bringing the total product assortment to more than 100 unique products.

The Imaginarium brand has also gotten a makeover with a new logo and packaging. The company is 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.

This marks a continued investment in the company's portfolio of exclusive brands. In September, Toys R Us hosted a media event in New York to showcase its exclusive brands in advance of the holiday shopping season. Claiming "differentiation is key," the retailer launched a 44-page catalog devoted solely to store brands. That catalog is now available online.

Newly introduced product categories include musical instruments and additional role-play themes, as well as refreshed artist-commissioned wooden puzzles. The entire collection of Imaginarium-branded merchandise is priced from $4.99 to $299.99. Imaginarium products will be merchandised in dedicated learning centers, and arts and craft shops within Toys R Us.

Toys R Us acquired Imaginarium and the brand's global equivalent, the Universe of Imagination, in 1999. The chain ultimately closed the 41 retail locations associated with the brand and established a presence for Imaginarium throughout its stores as the anchor brand for its learning toy segment.

"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, senior vice president, R Us Brands, 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."

Toys R Us’ store brand portfolio also includes Toys R Us branded plush toys, Avigo bikes, Bruin toys for infants and pre-schoolers, Edu Science toys and kits, the FAO Schwarz brand, and the Imaginarium and Imagination line of discovery toys. Toys R Us also sells licensed lines from Home Depot and Animal Planet.

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