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Geomag

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An icosahedron constructed with Geomag rods and spheres

Geomag (stylised as GEOMAG) is a magnetic construction toy. The original toy consisted of bars with a magnet on each end (neodymium alloy) attached by a magnetic plug (coated with polypropylene) and nickel-coated metal spheres. Magnetic forces hold the bars and spheres together, creating the possibility for many constructions. The Geomag was invented and patented by Claudio Vicentelli in May 1998. Production is currently undertaken by Geomagworld SA, in Novazzano, Switzerland. Product lines have expanded from the original model (now called Geomag PRO). To comply with restrictions placed on nickel content in toys by the 2009/48/EC law, Geomag has re-modeled the spheres with a bronze alloy coating to comply with the new regulations.

Invention

In May 1998, Claudio Vicentelli, experienced in technical applications of permanent magnets and the creator of a product deposited for the magnetic circuit,[1] created this product and the brand name "GEOMAG."

The patented design outlines the configuration of the circuit made by the Geomag bars, consisting of two magnets on either end connected by a metal pin and metallic spheres. The design aims to reduce production costs by minimizing the use of magnetic material.

In August of 1998, the license to manufacture and market the Geomag products worldwide was granted to Plastwood S.r.l.

Geomag worldwide

Gemoag retailed in the Italian chain toy shop Città del Sole through 1999. In January and February of 2000, Geomag was shown at toy fairs in Milan, Nuremberg, and New York, with generally positive receptions.[citation needed] In the same year, due to the difference in views on the development of the products, the relationship between Vicentelli and Plastwood ended.

In January 2003, the Swiss company "Geomag SA" was created, headquartered in Ticino. Vincentelli and Geomag SA signed an agreement allowing for the production of the patented construction toy line.

At the end of July 2003, Geomag SA began the production and marketing campaigns of the products, including the development of panel (triangular platforms, rhombi, squares, and pentagonal semi-transparent coloured polycarbonate, that can be used to fill gaps between the bars of the structure, providing decoration and and support). This was successful, representing 35% of the global market, and became an important product line for Geomag as it differentiated the company from its imitators. This development is also a result of a patent licensed from Vicentelli.[2]

In 2004 Vicentelli settled the trademark and patent related to a strategic game called magnetic challenge with the patent for Geomag bars. Another patent concerning blocks from a product line that never entered the market acted as the supporting skeleton of the construction. In 2005 the G-Baby line of toys was introduced, consisting of cubes and half-spheres with magnetic faces. This line is targeted at younger children.

At the end of the year, Magnetix entered the market, offering a similar product to Geomag. A combination of this new competitor and the increase in the availability of magnetic toys (alongside the occurrence of accidents related to poor quality of Chinese-made products) created problems in the market. This resulted in attention from international regulators for quality (ASTM USA and the European Commission). In 2007 regulators introduced a rule specifying that if the dimension of the parts or a toy are small enough to fit in a test cylinder, the product can only be sold to children +14.

This new regulation resulted in the elongation of the Geomag bars to 58 mm compared to the original Geomag bars of 27 mm. The original Geomag is now called Geomag PRO and has an age target of +14. It is not advertised as a toy.

Crisis and rebirth

Geomag SA took a severe hit in the competitive struggle as it was essentially a single-product company. It was affected by the lack of rules and the subsequent influx of advertising material and was forced to close in November 2007. However, the market still showed strong potential (estimated at around 400 million dollars) whereby Geomag SA still remained the only company with a strong point of reference in the field.

2008 began the hunt for new potential partners, which would allow the group to recover quickly and implement the product strategies to the market that will prove to be successful. A group of entrepreneurs gave birth to a new society, Geomagworld SA.

2009 was the year of the definitive rebirth. Geomagworld SA started a process of partial re-industrialization and in April began the production of the 58 mm magnetic bar in order to comply with the European Standard EN71. The bar eventually formed the kids lines (aged +3), along with colour (bars and spheres) and panel (bars, spheres, and panels for reinforcement and a decorative effect ).

The original bar (27 mm), of which production still continues, became the new line pro consisting of pro colour, pro metal, and pro panel, and lost its image of being a toy and its rights to be offered to the public under 14 years of age. The line pro is still highly appreciated and consumed by the adult target market, thanks to its patented circuit and high performance as the bars are able to develop a magnetic attraction force equal to more than 200 times its own weight (4.5 grams). The G-Baby line maintained its characteristics as it is in line with all the new regulations.

Awards

See also

References

  1. ^ EP 1080476 
  2. ^ EP 1349626 
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