Geomag

Geomag, stylized as GEOMAG, is a magnetic construction toy. It consists of a collection of bars, each set with a neodymium alloy magnet at both ends, connected by a magnetic plug coated with polypropylene, and nickel-coated metal spheres. These elements interlock using magnetism, allowing for them to be assembled in various ways. The inventor and patent holder of Geomag is Claudio Vicentelli, who created it May 1998. Geomag products are manufactured by Geomagworld SA, based in Novazzano, Switzerland. Since it's inception the product lines have expanded beyond the initial model, now referred to as Geomag PRO. To align with the 2009/48/EC law's nickel content regulations for toys, the design was adjusted to feature spheres coated with a bronze alloy.

An icosahedron constructed with Geomag rods and spheres

Invention and Patent

In May 1998, Claudio Vicentelli, a specialist in practical applications of permanent magnets,[1] patented the concept of Geomag.

The patented design outlines the setup of the Geomag bars, which incorporate a metal pin connecting two magnets positioned at opposite ends, along with metallic spheres. The primary objective of this configuration was to minimize the use of magnetic material, thereby reducing production expenses.

Global Expansion of Geomag

Geomag made its debut in the Italian toy chain store Città del Sole in 1999. In 2000, Geomag appeared in several toy fairs in Milan, Nuremberg, and New York. Differences in vision for the development of the toy led to Vicentelli and Plastwood ending their partnership in the same year.

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

The formation of "Geomag SA" took place in January 2003, with headquarters situated in Ticino. This laid the foundation for the production and marketing initiatives of Geomag products, which included the introduction of panels made of semi-transparent colored polycarbonate (triangular platforms, rhombi, squares, and pentagons) for decorative and structural support purposes. This move was notably successful, accounting for 35% of the global market and establishing Geomag as a distinct entity among its competitors. This success was further solidified by a patent acquired from Vicentelli..[1]

2004 witnessed Vicentelli's settlement of the trademark and patent pertaining to a strategic game named "magnetic challenge," incorporating the Geomag bars' patent. In the same year, the G-Baby line, aimed at younger children, was introduced, featuring magnetic cubes and half-spheres with magnetic faces.

The advent of Magnetix, offering a product similar to Geomag, coupled with the influx of magnetic toys and concerns over product quality (including incidents linked to Chinese-made products), posed challenges. This led to international regulators such as ASTM USA and the European Commission instituting a rule dictating that products small enough to fit within a test cylinder could only be sold to children aged 14 and above.

Consequently, to adhere to these new regulations, the original Geomag bars were elongated to 58 mm from their initial 27 mm length. The original Geomag variant is now known as Geomag PRO, with an age designation of 14 and above. It is noteworthy that Geomag PRO is no longer marketed as a conventional toy.

Crisis and rebirth

The competitive landscape proved challenging for Geomag SA, as it primarily focused on a single product. Hindered by the absence of regulations and an influx of advertising materials, the company ceased operations in November 2007. Despite this setback, the market displayed substantial potential, estimated at 400 million dollars, which underscored the need for Geomag SA's continued presence as a significant player in the field.

The year 2008 marked the search for potential partners to facilitate rapid recovery and the implementation of successful product strategies. This led to the establishment of Geomagworld SA, spearheaded by a group of entrepreneurs.

In 2009, Geomagworld SA's definitive revival began. The company initiated a process of partial re-industrialization, eventually leading to the production of 58 mm magnetic bars in compliance with the European Standard EN71. These bars formed the foundation for the kids' product lines (for ages +3), incorporating color variations (bars and spheres) and panels (bars, spheres, and reinforcement panels for both decorative and structural use).

The original 27 mm bars, still in production, were rebranded as the Geomag PRO line, comprising pro color, pro metal, and pro panel variants. This line transitioned away from the conventional toy image, rendering it suitable for the adult market. Its patented circuitry allows the bars to exert a magnetic attraction force over 200 times their weight (4.5 grams). The G-Baby line, tailored to younger children, maintained its alignment with the latest regulations..

Awards

See also

References
  1. EP 1349626
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