01 / PLAY × NATURE
Curiosity belongs outside.
Our toys are invitations to look closer, move further and notice the world around us — from a living room floor to a patch of sunlight and soil.
Play · Nature · Imagination
Play with a wider world.
UMURSIM connects technology with the natural curiosity of childhood. We create playful machines that invite children to explore, imagine and grow with confidence.
Technology with a human heartExplore · Wonder · Care · GrowSince 2012
What we believe
A toy can open a
world of ideas.
We believe play is a child’s first laboratory. It is where curiosity becomes confidence, where safe structure makes room for freedom, and where a simple toy can lead to a bigger relationship with the world outside.
02 / SAFE × FREE
Confidence needs both.
Thoughtful structures give children a safe starting point. Open-ended play gives them the freedom to decide where the story goes next.
03 / TECH × HEART
Technology should feel warm.
We use technology to create connection and delight, keeping the experience intuitive, colorful and full of room for imagination.
Our story
Little machines.
Big possibilities.
UMURSIM began in 2012 with a simple belief: play can open a world of ideas. Since then, we have explored construction, transformation, racing and remote control as different ways to help children make sense of movement, cause and effect.
We design for the moment when a child stops asking how something works and starts asking, “What else can I make it do?”
The meaning in our mark
An M with a
living leaf.
Technology + nature
The structured M meets an organic leaf, connecting playful technology with nature education and environmental awareness.
Safe + free
Stable blue lines meet a leaf in motion — a balance between trusted design and the freedom to explore.
Open to every story
A simple shape can become mountains, wheels or open arms. Children bring their own meaning to the mark.
The collection
Many ways to
move imagination.
Different forms, one shared spirit: make, explore, play and discover.
Move with confidence
Speed, design and a first taste of independent control.
Imagine your own route
Bright color and open roads for stories that keep changing.
Build something real
Construction play that connects machines with the natural world.
Transform the idea
A vehicle, a robot or whatever imagination sees next.
A wider kind of care
Play should leave
something good behind.
Every order is part of a bigger story. We believe in making space for joy, supporting children’s imagination and remembering that small acts of care can travel far.
Talk to our team
We have your back
Keep the
discovery going.
Need setup help, a replacement part or a quick answer? Tell us what happened. We will help you get back to play.
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