Imaginarium Logo PNG
The manufacturer of children’s products uses an abstract symbol that looks as soft as clouds or a featherbed. In addition, the Imaginarium logo is associated with rich imagination, fairy tales, creativity, and games that make childhood happy.
Imaginarium was founded by Félix Tena Comadrán, an entrepreneur from Zaragoza who returned from the United States in the late 1980s with a clear view of Spain’s toy market. Hypermarkets were turning toys into seasonal, TV-driven products, while educational toys lost shelf space. Before launching Imaginarium, Tena had run a small board-game company, which was later sold to an Italian firm.
The first Imaginarium store opened in Zaragoza in November 1992. Its concept rejected media characters, aggressive toys, and sexist products, focusing instead on developmental toys for children from birth to age 12. Staff were trained to advise parents on child development, and the stores included open play areas where children could try products.
The brand’s most recognizable feature was its double entrance: a large door for adults and a smaller one for children. Growth was fast. By 2000, Imaginarium had 53 owned stores and 108 franchise stores in 10 countries, with sales of 34 million euros. Backed by the British venture fund 3i, it expanded into Latin America, Portugal, Italy, Russia, and other markets. At its peak, the network had more than 420 locations and nearly 800 employees, competing in a narrower educational-toy niche than Toys “R” Us.
In 2009, Imaginarium was listed on Spain’s Mercado Alternativo Bursátil, but expansion problems grew. New ventures, including a children’s travel agency, weakened the brand’s focus, and Félix Tena eventually left. Later, investors led by Federico Carrillo Zürcher closed loss-making stores and cut staff, but the recovery was limited. In 2022, Imaginarium was delisted. In April 2024, it began closing stores, and in July 2024, Juguettos Central de Compras bought its assets.
Meaning and History
Visual brand awareness is high among young parents buying baby products. Throughout the company’s history, two versions of the logo have been used. Both use light, friendly colors that appeal to buyers.
What is Imaginarium?
This is one of the most famous children’s product brands, popular far beyond Spain’s borders.
Old
The original logo consisted of a wordmark and an emblem on the left. It is also used as an icon on the company’s official website and as a central element in the interiors of the chain’s stores. Visually, the emblem looks like two arcs connected. The left arch is much larger than the right, but together they form the letter “M.” When used as an icon, it is displayed in black on a white background. As a logo, it is blue, like the brand name. Interestingly, the dimensions of these “arches” have a symbolic meaning. After all, the chain stores use two arched doors: one smaller, intended for children.
The brand name uses a traditional serif font. The letters are extremely close together, yet they don’t connect. As a result, the logo looks confident and solid, evoking professionalism and experience in potential buyers. The brand name is usually set in white against a blue background. At the same time, a blue outline is also used in some cases.
New
The only redesign so far has changed the font to a more modern, playful one. Friendly tones are created through smooth and playful lines and curved tails in the letters. The blue color and rounded letterforms add a childish motif to the logo. Like the original, the wording is combined with the emblem, but it can also be used independently as a design for Imaginarium stores. The logo’s light tones are enhanced by all-lowercase letters, which look cute and gentle.
Font and Colors
Both options use light and friendly fonts. However, the inscription feels more modern and progressive after the logo update. Parents immediately associate thin lines and rounded corners with children’s products, so they prefer the brand’s products.
Initially, the decision was to use a blue-and-white color palette. However, the color scheme was changed to blue and white as part of a single redesign. As a result, the logo became even easier and more intuitive for the target audience. Moreover, the monochrome color scheme lets you place the name on virtually any surface.