At the end of 2008, company officials signed a contract to grant the local Tritex the rights of a franchise. Tritex, a firm with Romanian private capital, has been operating on the local retail market for almost ten years.
The Imaginarium brand is known worldwide because it has separate access doors for children and parents. The Bucharest store will be opened at the beginning of April, in the Militari Shopping Center, and will exhibit over 2,000 products, divided into categories based on age or activity, such as “Puericultura” (outdoor activities), “Pre-school,” “On wheels,” “This is what my home looks like,” “Games, science, and nature,” and “Deco” (furniture and decorations). Prices will range between RON 5-2,500 (€1-585).
“Imaginarium is a magic interaction space for children and grown-ups; a space in which children develop their abilities and creativity through games and joy,” the founder and current Chairman of the company, Felix Tena, told Business Standard.
Romanians spend some €20 annually on toys for each child, compared to an average €300 spent by Germans.
