• Founded: 2016
• Headquarters: Ningbo, Zhejiang, China
• Parent company: Ningbo Mideer Creative Technology Co., Ltd.
• Industry: Educational toys, children’s games, art supplies
• Products: Jigsaw puzzles, educational games, STEM toys, building blocks, arts and crafts, stationery, early learning toys, outdoor toys and children’s accessories
• Target age: Primarily 0–8 years old (with some products for older children)
• Brand philosophy: “Discover • Fun • Art”2

Mideer was established in 2016 with the aim of creating educational toys that are both visually appealing and developmentally meaningful. Rather than focusing solely on entertainment, the company sought to combine artistic aesthetics with educational value, producing toys that stimulate creativity, imagination and cognitive growth.

According to the company, the brand was founded on the belief that toys should not only entertain children but also help them appreciate beauty, develop curiosity and learn through play.3

Mideer’s brand identity is built around three core values:

• Discover – encouraging exploration, curiosity, logical thinking and problem-solving.
• Fun – making learning enjoyable through play.
• Art – introducing children to aesthetics, creativity and artistic appreciation from an early age.

The company holds that artistic experiences can support children’s intellectual, emotional and creative development simultaneously.4

Mideer offers a broad range of children’s products, including:

• Educational puzzles
• Floor puzzles
• Magnetic games
• Board games
• Building blocks
• STEM and science kits
• Creative craft kits
• Drawing and painting supplies
• Colouring books
• Musical toys
• Early learning materials
• Outdoor play equipment
• School stationery

Many products feature colourful illustrations, storytelling elements and interactive activities intended to encourage independent exploration and family participation.5

A defining feature of Mideer is its integration of art and education. Product development often involves designers, educators, child-development specialists and international artists.

The company states that its toys are designed around children’s developmental stages whilst incorporating multicultural artistic influences. Rather than emphasising rote learning, the products aim to develop multiple areas such as:

• Creativity
• Fine motor skills
• Visual perception
• Logical reasoning
• Language development
• Social interaction
• Problem-solving
• Imagination

This approach reflects the brand’s concept of combining “art + education” into children’s everyday play.6

One of Mideer’s distinguishing characteristics is its collaboration with artists and illustrators from around the world. The company reports partnerships with more than 100 artists, incorporating a variety of artistic styles into its puzzles, books and educational products.

Artists associated with Mideer include:

• Eric Carle
• Alison Jay
• Tatsuya Miyanishi
• Tom Schamp
• Philip Giordano
• Marion Arbona

These collaborations are intended to expose children to diverse artistic traditions and visual storytelling.7

Mideer states that product safety is a core priority. According to the company:

• Products comply with EN71 European toy safety standards.
• Natural plant-based dyes and child-safe printing inks are used where applicable.
• Products undergo manual quality inspection before release.
• Designs prioritise durability and non-toxic materials suitable for children.8

Since its launch, Mideer has expanded into international markets through distributors and retailers across Asia, Europe, North America, Oceania and the Middle East.

The company reports that its products are sold in more than 70 countries and regions worldwide through specialty toy stores, bookstores, department stores and online marketplaces.9

Mideer promotes the idea that a “good toy is art”. Its products are characterised by:

• Minimalist packaging
• Premium illustrations
• Bright yet sophisticated colour palettes
• Story-driven educational experiences
• A balance between learning and imaginative play

The brand positions itself as an alternative to purely electronic or entertainment-focused toys by emphasising hands-on creativity and family interaction.10

Mideer’s stated mission is to help children worldwide develop creativity, aesthetic appreciation and multiple intelligences through thoughtfully designed educational toys. The company aims to make high-quality, artistically designed learning products accessible to families whilst encouraging curiosity, imagination and joyful learning through play.11

1. About Mideer | Mideer Toys
2. Our Story – mideerart
3. – mideer, a toy brand of Art & Education, has been selling well in over 70 countries and regions worldwide.
4. About us – Mideer
5. – mideer, a toy brand of Art & Education, has been selling well in over 70 countries and regions worldwide.
6. Mideer
7. – mideer, a toy brand of Art & Education, has been selling well in over 70 countries and regions worldwide.
8. About the MIDEER brand | |toySimply| Děláme radost všem dětem od 2 let
9. About us – Mideer.store
10. – mideer, a toy brand of Art & Education, has been selling well in over 70 countries and regions worldwide.
11. – mideer弥鹿 — 畅销全球70多个国家和地区的儿童艺智美学品牌。