Ogalala emerged in the Philippine market in the early 2010s. Brand consultancy Tangible records the creation of Ogalala as a new children’s fashion retail brand in 2012, noting that the original ambition extended beyond fashion to stimulate the imagination of young minds. Its initial creative platform was built around the theme “The Wonderful World of Why Not.”[3]

The concept was closely associated with Maye Yao Co Say, an executive at IGM whose personal approach to child-rearing influenced the brand’s development. In an interview with The Philippine Star, Co Say described Ogalala as a means to make parental aspirations for child development more tangible, aiming to help raise children who are warm, light-hearted, curious, and globally minded.[2]

Over time, Ogalala transitioned from a children’s fashion concept into a multi-brand destination encompassing play, learning, fashion, and family development.

The name Ogalala was deliberately crafted as part of the brand’s imaginative identity. Tangible describes Ogalala as an imaginary place where the imaginations of both children and adults can run freely. The branding strategy was constructed around narrative questions, such as how one might travel to Ogalala, what could be found there, and the nature of the unusual world within.[3]

A 2014 article in The Philippine Star highlights an additional layer of meaning: Ogallala refers to a major underground aquifer in the United States. Ogalala adapted this metaphorically, positioning itself as a “source” or wellspring of creative methods for children to learn through play.[2] Consequently, the name operates on two conceptual levels:

• An imaginary world where children can explore possibilities.
• A source of knowledge and creativity, analogous to a well or reservoir.

At its core, Ogalala was designed around the belief that play is a vital vehicle for learning and development. The original concept sought to integrate fashion, toys, educational products, creative activities, exploration, child development, and parent-child interaction. The objective was not merely to sell merchandise but to assist parents in selecting products that contribute to their children’s physical, intellectual, social, emotional, and creative development.[1][2]

This philosophy was formalised through what the company termed its System in Play.

Ogalala System in Play

The Ogalala System in Play is a framework for organising play and educational products according to children’s developmental needs. Ogalala currently categorises play into four broad areas:

1. Active Play — Activities intended to support physical development and movement.
2. Learning Tools — Products designed to support cognitive development and learning.
3. Pretend & Free Play — Open-ended play allowing children to explore their environment and imagination.
4. Creative Play — Artistic activities enabling self-expression and skill development through making and experimentation.[1]

The framework is designed to cover childhood from birth through approximately 12 years old.[1] Historically, Ogalala described the developmental areas addressed by its system as including physical and motor skills, intellectual and cognitive development, social and emotional development, and language development.[4]

Ogalala System in Care

As the company expanded beyond toys and play products, it developed a complementary System in Care to help parents navigate different stages of child-rearing. The current framework covers:

• Pregnancy to 1 year old
• 1–3 years old
• 4–8 years old
• Family Fun & Safety[1]

This reflects a significant shift in positioning; Ogalala is no longer presented merely as a children’s retailer but increasingly as a parenting resource and family-support platform.

One of Ogalala’s earliest major physical manifestations was its flagship retail concept. In December 2014, Ogalala opened a flagship store at the East Wing of Shangri-La Plaza in Mandaluyong, Metro Manila. Promoted under the concept “Dress Up, Play, & Explore,” the store was designed as a destination combining fashion and play.[2]

The retail environment was intentionally designed to resemble an imaginative children’s world rather than a conventional shop. Tangible describes a 120-square-meter flagship store featuring unconventional merchandising structures, a “wonky street,” themed changing rooms, and a reading porch. These elements were intended to communicate Ogalala’s imaginary-world concept.[3] The store experience was integral to the brand, encouraging children to explore, play, imagine, and learn rather than simply browse merchandise.

Ogalala has historically operated as a multi-brand retailer, curating international children’s brands rather than relying exclusively on proprietary products. Brands reported as part of its earlier portfolio included:

• Crayola
• Melissa & Doug
• HABA
• Artec
• Animal Planet
• Discovery Kids
• Various children’s fashion brands, including Nautica, Desigual, and Elle[2]

This selection reflected the brand’s philosophy that different products serve different aspects of childhood development, from creativity and arts to science, construction, and imaginative play. The portfolio continues to evolve; for instance, Ogalala announced Kinderkraft as a new addition to its Philippine portfolio in 2022, describing it as a European brand focused on products for parents and children.[1]

A defining aspect of Ogalala’s development is its transition from a children’s fashion and play retail concept into a wider parenting and family lifestyle platform. The current philosophy explicitly emphasises Family Health & Happiness. It frames parenting as a journey rather than a pursuit of perfection, promoting the simplification of parenting through practical knowledge, tools, play, and family interaction.[1]

Ogalala refers to its community of families as “OgaFams,” with the stated objective of helping parents feel fulfilled individually and collectively while building happy learning memories.[1] The company also publishes parenting-oriented content, including expert advice and articles on child development. Its digital platforms list content such as “Expert Corner Play Tips,” “Ask Ogalala,” and age-based play guidance.[5]

Ogalala’s personality is broadly characterised as playful, curious, imaginative, educational, family-oriented, globally minded, and optimistic. These traits distinguish it from conventional toy retailers, positioning the brand closer to “helping families make childhood meaningful through play” than to simple commerce.

The original brand identity was developed by Tangible Brand Consultants, which built the visual and verbal identity around the concept of travelling to an unusual imaginary world. This was expressed consistently across retail environments, packaging, communications, uniforms, and merchandising.[3] Crucially, Ogalala itself was positioned as a fantastical destination where adult rules did not necessarily apply, allowing the brand to communicate through characters, stories, and discovery rather than just product benefits.

Ogalala is associated with Internationale Globale Marques, Inc. (IGM), a Philippine company involved in the distribution, manufacturing, and licensing of international brands. Current terms and conditions explicitly identify Internationale Globale Marques Inc. as the entity referred to as “Ogalala,” with its registered address at The Richwell Center on Timog Avenue in Quezon City.[1]

Public intellectual property records also show Internationale Globale Marques, Inc. as the applicant for an OGALALA trademark application filed in 2020, covering various baby-care and household products.[6]

Ogalala has expanded its retail model online through Ogalala World, where customers can purchase products and access parenting and play resources. The official website describes the company as providing global products to Filipino families, organised around its play and care systems.[1] The brand maintains online shopping and social media channels, including links to its official website and marketplace stores.[5]

Ogalala’s positioning targets parents who want their children to grow through meaningful experiences, providing carefully selected products, play ideas, parenting resources, and family experiences that combine learning, development, creativity, and fun. Its evolution can be viewed in three stages:

1. Children’s fashion: Initially emerged as a children’s fashion retail concept.
2. Fashion + play: Developed into a destination combining fashion, toys, educational products, and play.
3. Play + parenting + family: Current positioning encompasses child development, parenting guidance, family well-being, and access to international products.

Key phrases central to the brand’s communication over time include:

• “The Wonderful World of Why Not” — the original imaginative brand platform[3]
• “Dress Up, Play, & Explore” — the early retail concept[2]
• “Ogalala System in Play” — the framework connecting play with child development[1]
• “Ogalala Active Care & Play Way” — the contemporary philosophy combining parenting, care, and play[1]
• “Family Health & Happiness” — a central expression of the current philosophy[1]

Ogalala occupies a distinct position in the Philippine children’s market by historically combining retail, education, child development, parenting, and lifestyle rather than focusing on a single product category. Its significance lies in its attempt to make “learning through play” a central organising principle for children’s retail. Instead of asking only what toy a parent should buy, the Ogalala approach asks what experience or developmental opportunity a product can create.[1][2]

This philosophy explains the company’s emphasis on workshops, storytelling, expert content, and parent education alongside merchandise. Tangible’s original work with the brand even included storytelling sessions hosted by store staff.[3]

Quick reference

1. About Us – Ogalala World
2. Ogalala opens at The Shang
3. Ogalala Retail brand – Tangible Brand Consultants Singapore
4. The Ogalala Experience: Learning Through Play – Zaine & I
5. OGALALA WORLD Official: Instagram, Facebook | Linktree
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