About Nueplay
For the Moments That Matter
After becoming parents, we truly realized
that children’s growth doesn’t need more toys, but better companionship.
The Beginning
When our first son was born, we eagerly
searched for toys—ones that were safe, beautiful, high-quality, educational,
and could be part of everyday life and precious photo memories.
However, very few toys on the market met
all these needs. Ten years later, when our second child was born, we faced the same challenge again.
At that moment, we realized: if such toys
didn’t exist, we would create them ourselves.
What We Believe
At Nueplay, we firmly believe: ages 0–3 are
the most crucial, sensitive, and formative years in a child’s life.
During this stage, children don’t need more toys—they need quality:
- Gentle emotional support
- Thoughtful, safe design
- Courage to explore the world
- Parents’ complete trust in quality and safety
Thus, Nueplay creates not just toys, but
the first truly thoughtful gift in a child’s life.
Brand Values
- Safety First:We use internationally
certified baby-safe materials, and every product goes through rigorous testing to ensure parents’ peace of mind. - Emotional Bond:Every product is designed around companionship: soft textures, comforting shapes, intimate connection—so children feel loved.
- Imagination:Through the Baby Unicorn IP,gentle Nordic aesthetics, and character stories, children’s creativity and imagination are naturally nurtured during play.
- Developmental Play:Based on the 0–3 developmental stage, we design sensory, color, and interactive experiences,making toys both fun and developmental.
Our Approach
Each Nueplay product follows four core
steps:
1.Understand the Child:Observe children’s sensory, behavioral, and emotional needs.
2.Understand the Parents:Focus on safety,durability, easy cleaning, non toxicity, and aesthetics.
3.Understand the Design:Incorporate Nordic minimalist aesthetics, soft pink tones, and delightful details into the design.
4.Understand the World:Integrate the gentle world of Baby Unicorn into every product and play scenario.
The ultimate goal: a playmate children can rely on, a brand parents can trust.
Brand Vision
We hope to dedicate a lifetime to making
Nueplay a brand that accompanies children all over the world as they grow.
When children look back on their childhood,we hope they remember a Baby Unicorn that accompanied them through the gentlest beginnings of life.
Founder’s Message
“I’m not just making toys. I’m creating a
gift for every child in the world—something that is treated with love,
cherished, and remembered.”
—— Ceci & Jim