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Published on .

(July 30, 2001) -- Online retail giant Amazon.com, Seattle, and Fort Lee, N.J.-based Imaginarium, an affiliate of Toys "R" Us, announced that it will launch Imaginarium.com, a co-branded specialty and learning toy store at Amazon.com.

The new store will join Toysrus.com and Babiesrus.com, which are also jointly operated under the 10-year strategic alliance agreement announced in August 2000 between Amazon and Toys "R" Us.

Under the agreement, Imaginarium.com assumes the merchandising, planning, buying and inventory management of the store's learning and discovery toy products; Amazon.com manages all aspects of the online shopping experience, including Web site development, order fulfillment and customer service, and will house Imaginarium.com inventory in its U.S. distribution centers.

The site will include the Learning Values System found in Imaginarium stores, which allows shoppers to search for toys according to seven specific skills that children will use while playing with them. -- Adrienne Mand

Copyright July 2001, Crain Communications Inc.

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