About us

Itsimagical, the prettiest toy shops in the world?
Much more than that!

ItsImagical is one of the brand names of Imaginarium S.A., one of the largest specialised toy retail companies in the world today.

The most specialised toy retail chain in the world, with more than 400 shops in 28 countries, offering parents and children lots of fun and learning, with maximum quality and safety guarantees.

From the begining, we thought in two principal objetives:

  • Firstly, for children to have more and better fun.
  • Secondly, but just as important, to promote more comprehensive education and development for children.

For this reason, our business strategy has always been based on a series of values that set us apart from our competitors, offering significant added value to our customers or "guests", as we prefer to call them:

  • Quality
  • Safety
  • Educational value
  • Recreational value
  • No sexism
  • No war-themed products

In addition, ItsImagical products, an exclusive collection that is renewed twice a year, carry the ItsImagical guarantee that confirms they provide children with both development and social values.


This is how our company set the basis for the development of a new shop concept, specialised and run by experts, and a new efficient distribution concept that is based on top-of-the-line retail technology.

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