Imaginative approach

Toy shop cultivates creativity, does away with violence

Toys constitute an important element of the growing-up process. Imaginarium‚ a Spanish franchise toy store, prides itself in being sensitive to every child's need for appropriate toys. Its first outlet in Asia recently opened at Wafi Mall, Dubai.

Selling toys for children aged 0 to 9 years, the shop has trained staff who act as toy advisors to their young customers and their parents.

The child-friendly ambience of the shop is evident from the entrance itself – besides the usual adult-size access is a special door to enchant the little ones.

What differentiates it from other toy stores is the thought and understanding that has gone into the selection of toys. Just as good toys can amuse, educate and entertain children, unsuitable toys can affect a child's attitude to its surroundings, with far-reaching consequences.

As such, Imaginarium does not stock any playthings that denote violence – no guns or other weapons, no combat games, no soldiers.

Instead, an amazing array of imaginative ideas that will occupy children for hours. "With our toys, we aim to help children become better adults than we are," said Omar Chaoui, the toy advisor at Imaginarium.

Toys are arranged in different sections. Each toy has a label giving its name, price, age group and explanation of its use.

The Art Section includes activities related to music, theatre and magic. There is a variety of hand and finger puppets as well as a small theatre.

Science and Nature Section has farming, gardening and exploration sets besides animal models. The Activity Section has battery-operated branded kitchen appliances like blenders, vacuum cleaners and washing machines that actually work.

There are food replicas and small handbags to play "market" – complete with a cashier's machine with an actual bar code scanner. Imitation food even smells like the original. Play houses are washable, foldable and come in various shapes.

"Various professions are introduced and thus, we have vet's bag, a mechanic's box, fisherman's tools, make-up kits and a reporter's set. We sell a gardening set with seeds, soil and instructions and will be giving the child a certificate of being a successful gardener, when the seedling bears flower and is brought to the shop," explained Omar.

"We want to encourage children to learn the value of patience and to carry things through," he added.

There is a range of exquisite wooden toys, including decorative alphabets, train sets, doll's houses and assorted accessories.

Besides many classic and educational toys, Imaginarium also provides impulse games‚ to absorb or divert a child, sun protection suits for the delicate bodies of up to eight-year-olds and aqua-nappies for babies.

On purchase of any toy, the guests – as the young customers are called – can fill up a form, deposit it themselves in a mock mail box in the shop and become members of the Imaginarium Club.

They also receive a free gift and an invitation to a party every month, and on special occasions, with storytelling and face painting, balloons and lollypops. "We plan to put up a board with photographs of the guests at the party every month," said Omar.

A visit to this shop is not only an enthralling experience for children but adults, too, will be enchanted by the educational insights it provides.