The journey of building Imagimags
Imagimags was launched in October 2020 after Owner-Director, Nicola, noticed a gap in the South African magnetic tile market. As a school teacher, turned homeschooling mom, Nicola could see the need for high-quality yet affordable magnetic tiles for South Africans. She knew that magnetic tiles were some of the best open-ended toys and that her two children absolutely adored playing with them.
Nicola’s experience in the school system allowed her to recognise the many benefits that imaginative and creative thinking brought to her students. She knew that she wanted her own children to grow up with easy access to their imaginations and to develop their ability to think innovatively about challenges that life would present to them. Her search for magnetic tiles in South Africa was uninspiring and she decided, with the help of her partner, Stuart - a Market Research expert - to create her own.
Fast forward to 2022, as Imagimags closes the doors on the nationwide lockdown and the challenges of Covid, Imagimags continues to grow and develop into a household name! This year also saw Imagimags entering South Africa’s largest toy store, Toys R Us. The South African market is no longer the only country on the delivery route, but the once local brand now also ships worldwide! The brand is not the only aspect of the business that has grown, the team has also doubled in size in the last year, with committed staff around the country!
As our customer base grows, so does our range! Imagimags started with a 108 piece set. Why 1-0-eight you might ask? The number 8 is significant to Owner-Director Nicola, who loves the details which beautifully sew together the tapestry of our brand. The 8 represents infinity, the never-ending infinite possibilities and boundless opportunities for imaginative play.
In late 2021, the 108 piece Foundation Set was joined by a 48 piece Architectural Set and a 38 piece Square Set. Just in time for Christmas, Imagimags introduced the first of many South African exclusives, the Lego-compatible 18 piece Construction Set as well as our colourful, dynamic and extremely popular 98 piece Marble Run Set. Our most recent sets included our exclusive magnetic, wooden peg dolls!
While the original first set included plastic figurines, albeit likeable, they did not feel like they represented who Imagimags are as a brand; a high quality, South African premium brand! The plastic figurines did not represent the incredible children of South Africa who were playing with them, and with no option from the trusty supplier, the team was left puzzled.
One beautiful, warm afternoon, Nicola sat looking out to sea near her home in Cape Town, when the idea came to her: wooden peg dolls, inspired by fabulous, real South Africans! Together with our designer, Nicola designed the 8 peg dolls that would soon form the 8 piece People Set and the 2 peg dolls that would form part of the 28 piece Vehicle Set. Our manufacturer added the magnetised bottoms, and just like that, another South African exclusive was born!
As the business grows, so do Nicola’s two beautiful children, who grow in awareness of the business. The weekly demand, combined with their inclusive nature, is to include the other number 8s that should be made into sets too, 58, 68, 78, 88….How could we not oblige!? It seems that Imagimags, started out as a small local business, has big goals and infinite opportunities for growth! What will 2023 bring?!