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A New Toy Store ... Imagine That, which already has online store deals with Toys 'R' Us for general toys and baby-oriented merchandise, is launching a new co-branded shop called, a specialty and learning toy store accessible from the Amazon site. LLC is an affiliate of Toys "R" Us and will be the Internet companion to the learning toy retailer's 42 Imaginarium bricks and mortar stores.

Amazon said the new store fills a void in the specialty toy category online and follows on the heels of its deal for on-site and stores that are jointly operated under the alliance formed last year between and Financial arrangements were not disclosed. features a Learning Values System that originated in Imaginarium stores. The system allows parents and gift givers to search for toys according to seven specific skills that will be engaged as a child plays, in categories such as Mathematical, Musical, Linguistic, Visual and Motor Skills, Cooperative Play or Independent Play.

Merchandise brands include Learning Curve, BRIO, Neurosmith, LeapFrog, Baby Einstein and Madame Alexander, among others.

The co-branded store will operate under the terms of the 10-year agreement with Amazon announced in August 2000 by assumes the merchandising, planning, buying and inventory management for the store; manages all aspects of the online shopping experience, including Web site development, order fulfillment and customer service, and will house inventory in its U.S. distribution centers.

"With, we built to help shoppers find the perfect toy or a special birthday gift," said John Barbour, CEO of "The store will also be a convenient step for parents who already shop our store just as their children reach toddler age."