What Imagic does

Imagic Concepts (also known as iMagic Europe) is a privately held, Netherlands-based B2B merchandise concept developer founded in 2001. The firm designs and produces customized branded merchandise on behalf of European theme parks, amusement parks, zoos, holiday resorts, and other visitor attractions, with a named client list of approximately 20 enterprise operators including Efteling, Phantasialand, Center Parcs, Landal, Walibi, MoviePark Germany, and Diergaarde Blijdorp. Service scope spans two creative offerings (Character Design and Artwork Design, including funlogos, theming, and parkmaps) and 17 physical merchandise categories covering textiles, bags, plush toys, ceramics, 3D mugs, drinkware, melamine, rainwear, stationery, sun-and-swim, caps, keychains, snowdomes, figurines, puzzles, and miscellaneous items.

The company operates an asset-light model: design and client management are handled in-house at its Geleen headquarters, while production is outsourced to long-term manufacturing partners primarily in the Far East (with supplementary national producers), and shipping is handled through large international expediters. All products are stated to be produced under EU regulations and to meet European quality standards, with the company asserting that its partner tenure enables competitive pricing. Go-to-market is direct B2B sales to attractions operators, with the company website and LinkedIn serving as primary marketing surfaces. Revenue is not publicly disclosed, no institutional funding or M&A activity is on record, and the management team is not identified in available sources. The website copyright is dated 2021, indicating limited recent public-facing updates.

Name

Imagic

Legal name

Imagic Concepts

Website

https://imagicconcepts.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

Imagic Concepts is a Netherlands-based B2B merchandise concept developer founded in 2001. It designs and sources customized branded merchandise, characters, and artwork for approximately 20 European theme parks, zoos, holiday resorts, and visitor attractions.

Ownership category

akta.pro rank

Product category

Branded Merchandise Design

NAICS

Hobby, Toy, and Game Retailers (45912), Doll, Toy, and Game Manufacturing (339930), Jewelry, Luggage, and Leather Goods Retailers (4583)

SIC

Retail-Apparel & Accessory Stores (5600), Costume Jewelry & Novelties (3960), Dolls & Stuffed Toys (3942), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Museum, Zoo & Attraction Gift Shops (CRALAJAG)

akta.pro secondary industry

Seasonal & Holiday Gifts & Decor Retail (CRALAJAD)

Keywords

• Branded merchandise design
• Character design services
• Theme park merchandise
• Artwork design services
• Promotional product sourcing

Headquarters

HQ city

Geleen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Customized Branded Merchandise Sales: Imagic creates and sells customized branded merchandise products to visitor attractions, theme parks, zoos, and leisure destinations. The company designs and sources products including textiles, ceramics, plush toys, drinkware, stationery, and other branded items, generating revenue through product sales to their B2B clients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Imagic designs, sources, and delivers customized branded merchandise products for theme parks, amusement parks, zoos, and leisure attractions across Europe. The company provides in-house character design and artwork design services, then sources production from manufacturing partners (primarily in the Far East) and ships finished branded merchandise directly to client sites. Their portfolio spans 17+ physical merchandise categories including textiles, plush toys, ceramics, drinkware, stationery, and figurines, all produced under EU regulations.

Product overview

Imagic is a merchandise design and production company specializing in customized branded products for theme parks, attractions, and leisure venues. The company operates across two core creative services—Character Design (creating mascots and characters) and Artwork Design (logos, concepts, theming)—along with a comprehensive portfolio of 17 physical merchandise product categories. These include Textiles, Bags, Stationery, Melamine, Ceramics, Plush, Drinkware, 3D Mugs, Figurines, Snowdomes, Rainwear, Pen-Pencils, Sun and Swim, Caps-Hats, Keychains-Magnets, Puzzles-Games, and Various items. All products are produced under EU regulations meeting European quality standards, with manufacturers primarily based in the Far East and shipped through international logistics partners.

Differentiator

Problem solved

Functional benefit

Products and services

• Character Design Custom character design service creating unique mascots and characters for theme parks, attractions, and leisure venues to be used on merchandise and branding.
• Artwork Design Creative artwork design service including Funlogo Design, Artwork Concepts, Theming, and Parkmaps/plans for visitor attractions.
• Branded Textiles Branded textile merchandise including t-shirts, hoodies, sweatshirts, polo shirts, longsleeve shirts, socks, and beach ponchos for theme park and attraction clients.
• Branded Bags Branded bag merchandise including tote bags, shoppers, backpacks, 3D backpacks, cooling bags, beach bags, wallets, pouches, and suitcases.
• Branded Stationery Branded stationery products including notebooks, diaries, assignment books, friendship books, story books, coloring books, and photo albums.
• Branded Plush Toys Branded plush toys and stuffed animals featuring attraction mascots and characters.
• Branded Ceramics Branded ceramic mugs and drinkware including coffee mugs and specialty ceramic items.
• Branded Drinkware Branded acrylic and plastic drinkware including cups, water bottles, and tumblers.
• 3D Mugs Custom 3D-shaped mugs featuring branded characters and mascots in dimensional designs.
• Branded Figurines Branded figurines and collectible figures featuring attraction characters and mascots.
• Snowdomes Branded snow globes and snowdomes featuring attraction scenes and characters.
• Branded Rainwear Branded rainwear products including umbrellas and rain ponchos.
• Branded Melamine Tableware Branded melamine tableware including plates, bowls, cups, and lunchboxes for theme parks and attractions.
• Branded Caps and Hats Branded headwear including caps, trucker caps, hats, beanies, and hairbands.
• Branded Keychains and Magnets Branded keychains, magnets, keycords, and dog tags featuring attraction branding.
• Branded Puzzles and Games Branded puzzles and games including jigsaw puzzles, memory games, quartet card games, and playing cards.
• Branded Writing Instruments Branded writing instruments including pens, pencils, coloring pencils, glow pens, and sidewalk chalk.
• Branded Sun and Swim Products Branded beach and swim products including beach towels, flip-flops, beach balls, swim bags, and sunglasses.
• Miscellaneous Branded Souvenirs Miscellaneous branded merchandise including balls, mobiles, coin banks, tin boxes, binoculars, and inflatables.

Named customers21 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• Far East ManufacturerscoreOEM/ Whitelabel/ Licensing PartnerImagic sources and works with reliable manufacturing partners primarily based in the Far East. Due to long-term relationships, they can guarantee high quality products against competitive pricing. The company visits these partners regularly to maintain quality standards. All items are produced under EU regulations and meet European quality standards.
• International Shipping PartnerscoreStrategic or Co-development PartnerImagic has partnerships with large international expediters to ensure that goods are shipped properly and arrive safely at their clients' locations across Europe and beyond.
• National/Regional PartnersminorStrategic or Co-development PartnerImagic also works with partners nationally for certain production needs, complementing their Far East manufacturing capabilities.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Emerging players

• Kotobukiya: Kotobukiya produces high-end figurines, collectibles, and character merchandise, often tied to entertainment IP. Adjacent to Imagic's figurines and character design offering, though focused on premium collectibles rather than mass-market attraction merchandise.

Broad incumbents

• Funko: Funko is a leading pop-culture collectibles and figurine company with broad retail distribution. Comparable as a scale player in branded figurines and character merchandise, though not focused on the attraction-B2B niche Imagic serves.
• Ravensburger: Ravensburger is a major games and puzzles manufacturer. Comparable in branded puzzles and games that Imagic produces for attractions, though Ravensburger operates at mass-market consumer scale rather than B2B customization.
• Build-A-Bear Workshop: Build-A-Bear is a major plush-toy and character-merchandise retailer. Comparable in plush product category Imagic supplies to attractions, though operating a consumer retail model rather than B2B customization.
• Character Options: Character Group designs and distributes branded toys, games, and character merchandise globally. Comparable in product mix (plush, games, character merchandise) though operates at much larger scale and broader retail distribution than Imagic.

Direct peers

• CITIZEN-CII: CITIZEN-CII is a long-standing supplier of customized branded merchandise, gifts, and souvenirs to theme parks, resorts, and entertainment venues. Closely comparable vertical, product mix, and B2B distribution model to Imagic.
• Centrepoint Creations: UK-based bespoke merchandise and souvenir supplier for attractions, museums, and heritage sites. Direct peer to Imagic in product mix, B2B model, and attraction-vertical focus.
• HMS International: HMS International designs and supplies bespoke retail merchandise and souvenirs for theme parks, zoos, museums, and visitor attractions worldwide. Directly comparable to Imagic in serving attractions with branded gift-shop product.
• Dynamic Designs International: Dynamic Designs produces custom souvenir and merchandise programs for theme parks, attractions, and tourist destinations globally. Comparable as a design-to-delivery merchandise partner for the same attraction-vertical customer base.
• Maple souvenir / Maple & Co: A souvenir and gift merchandise producer specializing in customized products for attractions, museums, and tourist destinations. Comparable product categories (plush, ceramics, keychains) and attraction-customer base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/imagicconcepts

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Imagic