Yookidoo

What Yookidoo does

Yookidoo, legally registered as DMS, is a US-based private designer and developer of developmental toys for babies and toddlers (ages 0-36+ months). The company is headquartered in Grantsville, USA, operates with an 11-50 employee footprint, and was established in 2008. It runs an award-winning portfolio of 50+ SKUs organised across bath toys, gyms and playmats, activity toys, on-the-go toys, STEM toys, and bundles, distributed in 60+ countries. The company is operated by individuals with backgrounds in a product design studio that previously created toys for global brands.

The company's differentiation rests on proprietary mechanical technology rather than software. Its core patented Circulating Water Pump (CWP) uses separated motor and propeller compartments connected by magnetic coupling to recirculate bath water safely underwater, and Yookidoo positions its motorised bath toys as the only IPX7 waterproof-certified line in the category. Reinforced safety compliance (ASTM, EN71), phthalate/BPA/lead/PVC-free materials, and an extensive design-patent portfolio spanning the US, China, EU, UK, Canada, Israel, Japan, Korea, Russia, Hong Kong, and Indonesia underpin the brand. Products like the Elephant Baby Bath Shower Head (with 11,000+ five-star Amazon reviews) and the Spin 'N' Sort Spout Pro anchor the bath-toy range, while the "Gymotion" sub-brand covers multi-stage gyms and playmats and "Celebrating Discovery" anchors content marketing.

Yookidoo's revenue model is straightforward hardware sales with no subscription component. Individual toys are priced from $9.95 to ~$89.95 (e.g., Elephant Baby Bath Shower Head at $24.99, Spin 'N' Sort Spout Pro at $31.95, Baby Gym Lay to Sit-Up Playmat at $79.95), with bundles and gift kits at $49.95 to $124.85. The go-to-market is dual-channel: direct-to-consumer through a Shopify storefront on yookidoo.com (shipping to 49 US mainland states) plus retail partnerships with large baby and toy chains and independent children's retailers. Marketing is content-led via the Celebrating Discovery blog, email newsletter (10% first-purchase offer), an affiliate/referral program, and active Instagram, Facebook, Pinterest, YouTube, and TikTok accounts. No funding rounds, M&A activity, or disclosed financial metrics were identified.

Name

Yookidoo

Legal name

DMS

Website

https://yookidoo.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Yookidoo is a US-based private designer and developer of developmental toys for babies and toddlers (0-36+ months), selling patented, award-winning bath toys, baby gyms, activity toys, and STEM toys directly online and through global retail partners in 60+ countries.

Ownership category

akta.pro rank

Product category

Baby and Toddler Developmental Toys

NAICS

Doll, Toy, and Game Manufacturing (339930), Hobby, Toy, and Game Retailers (45912), Hobby, Toy, and Game Retailers (459120), Gift, Novelty, and Souvenir Retailers (459420)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Kids & Baby Specialty Department Stores (CRAGAGAD)

akta.pro secondary industries

Toy Rentals & Subscription Boxes (CRALAFAK), Infant & Preschool Toys Distribution (CRAOAMAH), Educational/Children’s Learning Games & Puzzles Retail (CRALALAN)

Keywords

• Baby bath toys
• Toddler play gyms
• Developmental toys
• Activity toys
• Children's toys

Headquarters

HQ city

Grantsville

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations

Revenue model

1. Toy Sales: Primary revenue comes from direct sales of physical baby and toddler toys including bath toys, play gyms, activity toys, and STEM toys through e-commerce and retail channels. Products are sold as one-time purchases with prices ranging from $9.95 to over $100 for bundled kits.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels8 records

Core offering

Yookidoo designs, develops, and sells developmental toys for babies and toddlers, with a flagship focus on battery-operated bath toys featuring patented circulating water pump (CWP) technology. The company also offers the Gymotion line of multi-stage play gyms, activity toys, STEM toys, on-the-go toys, and themed gift bundles, sold through its own e-commerce storefront and retail partners in more than 60 countries.

Product overview

Yookidoo is an award-winning baby and toddler toy company offering a diversified portfolio of developmental toys organized across six core product categories: Bath Toys (interactive, often battery-operated water play toys including the patented circulating water pump technology), Gyms & Playmats (multi-stage Gymotion branded developmental gyms), Activity Toys (sensory and musical toys), On the Go (portable take-along toys), and STEM Toys. The portfolio also includes themed Kits & Bundles that combine complementary products. Key product lines include the best-selling Elephant Baby Bath Shower Head (patented, battery-operated shower with circulating water pump), the Spin 'N' Sort Spout Pro (STEM-driven bathtub spout), the Gymotion Lay to Sit-Up Playmat (multi-stage baby gym), and the Jet Duck Create series (battery-operated jet-propelled bath toys). Yookidoo's products are designed around the 'Celebrating Discovery' philosophy, supporting cognitive, physical, sensory, and social-emotional development across age groups from 0-36+ months.

Differentiator

Problem solved

Functional benefit

Brands

• Gymotion: A sub-brand trademark used for baby gyms and activity playmats, including Gymotion Lay to Sit-Up Play, Gymotion Robo Playland, Gymotion Tummy PlayLand, and Gymotion Circus Playland.
• Celebrating Discovery

Products and services

• Elephant Baby Bath Shower Head Award-winning, battery-operated baby shower that attaches to the tub and uses a patented circulating water pump (CWP) to deliver gentle water flow for newborns and infants; doubles as a bath toy as babies grow.
• Spin 'N' Sort Spout Pro Battery-operated bathtub spout that conserves water while providing endless fun through three interchangeable bath cups with various water effects; teaches STEM concepts for ages 9-36 months.
• Baby Gym Lay to Sit-Up Playmat (Gymotion) Award-winning multi-stage baby gym and playmat that transforms from lay-to-sit-up play, supporting developmental milestones from birth through sitting.
• Gymotion Activity Playland Multi-feature activity playland within the Gymotion line offering comprehensive developmental play experiences for babies.

Quantifiable outcome

• Over 3 million toys shipped globally to 60+ countries
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Market position

Strengths5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/YKDYookidoo
• Facebookfacebook.com/Yookidooglb
• Instagraminstagram.com/yookidoo_intl
• Pinterestpinterest.com/Yookidoo_intl/_created
• TikToktiktok.com/@yookidoo_intl

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Yookidoo