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Toys ‘R’ Us unveils enhanced Imaginarium in-store shops


Wayne, N.J. -- As part of a re-imagination of its Imaginarium brand, Toys “R” Us said Tuesday it will redesign its in-store Imaginarium shops nationwide with enhanced offerings and products in both bricks-and-mortar stores and online.

The retailer said it will support the Imaginarium redesign and product expansion with a fully integrated marketing program that includes print advertisements, as well as in-store and online boutiques.

Beginning Oct. 4, surrounding an expanded collection of educational toys will be such in-store additions as increased interactivity in the Imaginarium Express train section, the Imaginarium Pretend doll section and Imaginarium Harmony music section.

The new in-store feature shop will be prominently located in the front of stores to showcase the Toys “R” Us Imaginarium brand.

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