The line includes discovery toys, themed plays sets and coordinating role-play outfits, train and construction sets, dollhouses, games and arts and crafts items. Newly introduced product categories include musical instruments, new role-play themes, and artist-commissioned wooden puzzles.
TRU is supporting the redesign with a fully integrated marketing program that includes print advertisements, as well as in-store and online boutiques.
"Since acquiring the brand more than ten years ago, Imaginarium has become one of the most comprehensive segments in our differentiated product portfolio," says Mark Murphy, senior vice president, Toys 'R' Us Brands, Toys 'R' Us. "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."