Brand News
2022.10.18
mideer partners with Tmall Treasure, a new brand: Using Art Toys to Safeguard Children's Imagination
Publisher: Sina News
With the improvement of material life and cultural levels, the parenting concepts of the new generation of post-85s and post-90s parents have quietly changed. Educational awareness is constantly increasing, and more attention is paid to the intellectual development, integrated learning through play, and educational entertainment brought by toys in the parenting process. They prefer puzzle toys and the potential of the toy market continues to show.
Although there are many toy manufacturers in China, the research and development design level and brand awareness of Chinese toy manufacturers are not high. The products are highly homogenized, and there is a lack of independent innovation and unique differentiation of toy brands. Foreign brands still dominate the market.
However, the domestic emerging art toy brand-mideer, with its brand characteristics of "art," "diverse culture," and "education," can stand out in the big environment and gradually upgrade to open the large market of children's puzzle toys.
Blending art and creativity, engaging in dialogue with the world, and opening up a new frontier in the toy industry with the combination of art and imagination.
"Combining artistic creativity with diverse cultures around the world and helping families and children create a better life through our products" is the brand mission that mideer has always upheld.
mideer incorporates diverse arts, aesthetics, and cultures into its products, packing imagination, love, and a thirst for knowledge into each toy it delivers to children. mideer also provides an open platform for exceptional artists around the world, such as renowned artists Tatsuya Miyashi, Eric Carle, Alison Jay, and Ye Luying, who bring a special artistic experience to children through mideer. By connecting these artists who love children, families, and life with children, mideer combines toys with art, using toys co-created with educators and artists to safeguard children's imagination.
Since its establishment in 2016, mideer ,a brand focusing on the aesthetic and intellectual development with a diverse international culture as its creation background has adhered to an international positioning, using the universal language of "art" to shine globally. Mideer can be found in offline channels such as Eslite Bookstore, fang suo commune and Sisyphus,as well as online channels such as Tmall and JD.com in China, and Amazon in the US, Isetan department store and Hankyu department store in Japan, and many other places around the world.
In just 5 years of development, Mideer has become a best-seller in 52 countries and regions around the world, and has maintained the top sales position in the puzzle category on Tmall. It has also won nearly a hundred toy awards at home and abroad.Mideer has always adhered to its original intention, guiding children to explore diverse cultures and offering an international artistic perspective, spreading the message of multiple intelligences and a better life contained within toys to families worldwide.
Since our inception, Mideer is a brand focusing on the aesthetic and intellectual development of children aged 2-8 with a diverse international culture as its creation background.Mideer has always insisted on combining artistic creativity with the world's diverse cultures to help families and children around the world enjoy a better life through our products.
mideer has joined hands with Tmall Super New Star, to unleash children's imagination with art.
Step 1: "Let Your Imagination Run Wild" TVC - Unleashing Imagination in the World of mideer
If imagination is a superpower of children, then mideer protects this beauty through its artistic products.
In this event, mideer presented its first brand TVC - "Let Imagination Fly". In the world of mideer, children's imaginations might be a glimpse of the future world. In their world, everything is boundless and limitless.
Building blocks do not have a fixed way of playing. Children can build various creative shapes, such as an upside-down city of ideas under the table, a rocket passing through the clouds, various types of vehicles, and flying animals.
There are no boundaries or limits in creativity or material. A fish tank can be the best canvas, just as there are flying blue whales and swimming devil fish in space, apart from distant and mysterious planets.
"The world is beautiful, growth has no limits, and let your imagination fly"
is the beauty conveyed in mideer's TVC, as well as the brand's original intention and vision that it has always adhered to. mideer hopes that every artistic and intelligent toy design will be a container that carries children's innocence and imagination, creating a beautiful life for families.
Step 2: Offline Art Exhibitions Unleash Children's Childhood Imagination
This year at CBME, mideer once again brought a new art exhibition as promised. The blue brand color is retained on the exterior wall, with illustrations of imaginative cities surrounding the wall's top. The overlapping driving routes and undefined spaces create an intriguing atmosphere.
When children step into the "Let Your Imagination Run Wild" art exhibition, it is as if they are standing on the shoulders of the world's great artists, unleashing endless imagination. They can become the king of creative building blocks, challenging the versatile creativity of Archimedes blocks. They can also freely paint and immerse themselves in the world of artists.Whether young or old, everyone can truly experience the joy of imagination and fully participate in this beautiful and free exhibition.
Visiting the mideer exhibition is more like an "adventure" in a world of childlike innocence, where one needs to maintain curiosity and a high interest in new designs, immerse oneself in it, and keep one's imagination alive to discover more possibilities.
step 3: Together with Li Jiaqi, use imagination to transform our home into a dream art gallery.
Together with Li Jiaqi, mideer created a small art gallery using Archimedes building blocks in a live streaming session, turning it into an online immersive block art exhibition.
The joint campaign with Tmall Super New Star, has sparked a craze for mideer's artistic toys on major social media platforms, receiving strong recommendations and positive feedback from a large number of influential mother and baby bloggers. In just one week, the total online exposure exceeded 270 million, with a TVC viewing volume of over 2 million. mideer's values and beliefs are being transmitted to more and more people like mideer, who are creating a better home for children.
Starting our path with the original intention, this time, we are setting off again.
mideer has been exploring and growing all along. This joint campaign with Tmall Super New Star is the first step in upgrading the mideer brand.The unique inverted "i" adds fun and personality to the entire brand, enhances memory points, and also uses an inverted perspective to express mideer's call for every child and parent to think and explore the world from a diverse perspective, break through rigid thinking patterns, and unleash children's natural imagination and creativity to create endless possibilities.
In addition, mideer has also upgraded its brand logo this time, and the new logo better embodies the warmth of the brand. The left half of the M is fixed, while the right half is co-created by users. "The new logo incorporates more emotional and gentle elements. The left half may resemble an adult, while the right half is like a child, or the left half represents the brand/product, and the right half is where children extend their imagination and play more with this brand and product."
In addition to the logo, mideer has also re-upgraded its product structure, using level-up puzzles and large block puzzles as a stepping stone for users to get to know mideer, and has opened up new product lines with "mideer Irregular Puzzle ", "new Chinese style", and "new art" to create the most characteristic product system of mideer.
mideer hopes to integrate its brand concept into every detail, from the artistic barcode on the package to the brand new brand image... In the future, mideer will continue to use products and designs to convey to users that mideer is not just a brand that makes puzzles, but a brand that is highly responsible for the art of intelligence and beauty, an artistic brand, and a brand that creates beauty. This is also what mideer has been insisting on.
Using Artistic Toys, mideer Aims to Create a Better Life for More Families and Children.
In the fiercely competitive mother and baby industry, the core advantage of the brand and user recognition is the key to achieving sustained development. As a global brand focusing on children's aesthetic and intellectual development, mideer has always insisted that toys are not just toys, but should integrate more thinking and expression, provide more interesting and diverse possibilities, inspire children's boundless imagination and creativity, and give children the superpower to perceive the beauty of this world.
mideer has always insisted on doing well in every detail, everything related to artistic, intelligent, and beautiful play, everything related to the growth of each child. Adhering to the universal language of art, in the puzzle toy race, mideer will also adhere to innovation and artistic design with the original intention of making "good toys", bringing a better life to more families and children.
