I thought that there were only two types of toy stores in the Netherlands: the one of Blokker (Bart Smit, Intertoys) and the similar Toys2Play, which are well-known for their profuse collection of vulgar plastic toys in similar packages, and besides these stores, a couple of beautiful stores which sell wooden, educative and durable toys and children’s books. But now there is a third player in our country: Imaginarium! The original Spanish chain, which exists for 20 years already, has opened its first establishment in Amstelveen and many will follow. This store wants to differentiate with toys that emphasize education and development and focuses on children from 0 till 9 years old. It mainly sells its own brands. I was in Düsseldorf recently and accidentally I came across an Imaginarium store. Actually you cannot miss it: the windows are so beautiful and inviting for parents and children that you have to stop and take a look…and then the entrances: a big one for the adults and a small one for the children. In the shop there are a lot of original toys for the smallest, like a crawling tunnel, a baby fitness place where the baby can practice its first steps on a mat. But I also found maternity baskets, bed textile and a first set of tableware. I think it is a relief in the world of toys!