IMAGINARIUM is a value-added, multichannel retail company with a vertically integrated business model, and its own design and brand, specializing in selling children’s games and products. Imaginarium is one of the greatest success stories in the Spanish specialized retail sector.
Imaginarium was founded in Zaragoza (Spain) in October 1992, with the clear objective of contributing to children’s human development with creativity and joy.
The two-door entrance to Imaginarium stores, one for adults and a smaller one for children, is a symbol of Imaginarium’s brand identity for the millions of people who are aware of its international prestige.
All the elements comprising the Imaginarium concept reinforce its brand image: (i) a solid cultural base, (ii) a range of products with universal and long-lasting pedagogic values, (iii) maximum-quality products that meet the established safety requirements, (iv) an original and differentiating design, (v) excellent customer-service levels, and (vi) a customized approach to informing and advising that is tailor-made for parents.
Imaginarium designs its own products (70% of products are intellectual and industrial property of Imaginarium), and sells them under its own brand name (95% of products) and with its own packaging. Imaginarium prepares and sells two product collections per year. Each collection includes approximately 2,000 references, of which approximately 400 are new. These product collections enable the children to develop their educational and relational needs by playing games. The children are not just passive watchers; they play a leading role.
Imaginarium operates a broad network of stores (384) in 28 countries, with 48% located in Spain and 52% abroad.