Curation as a Strategy:
BabyLux Portfolio

We don’t just manage SKUs, we cultivate an elite ecosystem of brands that define the intersection of clinical integrity and the soul of modern play.

The Selection Architecture

High-end brands are not sold through discounts, they are sold through deep understanding and emotional resonance. Our authority is built on the BabyLux Standard, a rigorous vetting process that ensures your brand is positioned exclusively alongside the most elite peers in the Asian market.

Open-Ended Potential

We prioritize products that serve as a canvas for imagination, fostering higher-order thinking and problem-solving skills through limitless play.

Aesthetic Integrity

We seek designs that respect both the child’s developmental environment and the modern home, establishing a premium market positioning that parents cherish.

Scientific Validation

Every brand must withstand the scrutiny of our clinical partners and occupational therapists to demonstrate clear, measurable developmental benefits.

BabyLux Ecosystem

A Curated Nexus of Innovation

We operate at the frontier of international education and pediatric development. Every brand in our portfolio is selected for its ability to transform cognitive potential into tangible growth.

Spatial Intelligence & Open-Ended Construction

Pioneering tools that challenge structural thinking and fine motor dexterity. The premier market for STEM/STEAM construction toys.

  • Clixo (USA) The evolution of magnetic play, merging origami aesthetics with high-performance engineering.
  • Plus-Plus (Denmark) A masterclass in minimalist design. One shape, infinite architectural complexity.
  • Moluk (Switzerland) Resetting the paradigm of open-ended play with sensory-driven, active movement objects.
  • Makedo (Australia) The ultimate open-ended system for cardboard construction, empowering up-cycled creativity.

Phygital & Applied Robotics

Bridging the gap between physical and digital worlds, demonstrating expertise in the future of tech-based educational toys.

  • PlayShifu (USA) Market leaders in Phygital (physical + digital) AR learning, transforming screens into gateways for logic.
  • Sphero indi (USA) Screenless computational thinking, making the abstract world of coding physical and accessible.
  • Abacus Brands (USA) Leaders in immersive AR/VR science kits that make complex topics tangible and exciting.

Foundational Skills & Early Development

Focusing on the crucial early years, covering cognitive, artistic, and emotional development for toddlers and preschoolers.

  • Newmero (Denmark) Award-winning tactile number sense, converting mathematical theory into a joyful physical experience.
  • Mudpuppy (USA) Museum-quality puzzles and art-led toys that cultivate a child’s aesthetic integrity from day one.
  • Queebi (Denmark) Specialized support featuring Pacibuddy, designed to meet rigorous soothing needs of early childhood.

We protect your brand’s heart as we scale its reach across the Asian market.

Apply to Join the Collection