Nueplay Brand Story

Welcome to the 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

1. Safety First:We use internationally certified baby-safe materials, and every product goes through rigorous testing to ensure parents’ peace of mind.

2. Emotional Bond:Every product is designed around companionship: soft textures, comforting shapes, intimate connection—so children feel loved.

3. Imagination:Through the Baby Unicorn IP, gentle Nordic aesthetics, and character stories, children’s creativity and imagination are naturally nurtured during play.

4. 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