Geomag
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| Industry | Toys |
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| Founded | 2009 in Novazzano, Switzerland |
| Headquarters | Via Roncaglia, 15 - 6883 Novazzano, Switzerland |
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Key people
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Claudio Vicentelli inventor Peter Jepsen modellist |
| Subsidiaries | Geomagworld USA, Geomagworld Japan K.K. |
| Website | www.geomagworld.com |
Geomag is a magnetic construction toy. The original toy comprised bars with a magnet on each end (neodymium alloy) all 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. Invented and patented by Claudio Vincetelli in May 1998, production is currently undertaken by Geomagworld SA at the production facilities in Novazzano, Switzerland. Product lines have been added to the original model (now called Geomag PRO), growing the Geomag range of construction toys. Since the introduction of the 2009/48/EC law on 20 July 2013 restricted the content of nickel in toys, Geomag has re-modelled the spheres with a bronze alloy coating, in order to comply with the new regulations.
In May 1998, Claudio Vicentelli, experienced in technical applications of permanent magnets and the creator of the first (1st) product deposited for the magnetic circuit, and the brand name "GEOMAG" (which has developed the characters in the logo with chained circles). The patent defines a particular circuit obtained by the coupling of bars, of which each consists of two magnets at the ends and are connected with a metal pin and metallic spheres. This structure guarantees high performance using the minimum amount of magnetic material, which is very expensive. In August of the same year Vincelli grants the license to market and manufacture the products worldwide to the Italian company, Plastwood S.r.l. During this time Vicentelli perfected the technology of the construction game, ensuring the constant centesimal tolerances of the magnetic bars.
The first introduction of Geomag products was at the end of 1999 throughout the Italian chain toy shop Città del Sole. In January and February 2000 the products demonstrated a huge success in toy fairs in Milan, Nuremberg and New York. The game quickly diffused throughout the world, so much so that in 2001 the first imitation from a small US operator entered the market with products produced in China. In 2002 the imitations increased in the market from smaller operators. In the same year, due to the difference in views in the development of the products, the relationship between Vicentelli and Plastwood comes to an end. This created the introduction of Geomag SA in January 2003, a Swiss company with its headquarters in Ticino, with the signing of the agreement between Vicentelli and Geomag SA allowing for the production of the patented construction toy line. At the end of July 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 the gaps of the structures bars, with decorative function and support) which demonstrated a second success (representing 35% of the global market) and particularly became an important product line for Geomag as it differentiated the company from its imitators. This development is also a result from a patent licensed from Vicentelli. In 2004 Vicentelli settles the trademark and patent related to a strategic game called magnetic challenge with the patent on the Geomag bars. Another patent on blocks from a product line that never entered the market which acted as the supporting skeleton of the construction. In 2005 the G-Baby line was produced, consisting of cubes and half-spheres with magnetic faces, this line is targeted at early childhood children.
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