Eduplay
Eduplay is a German B2B wholesaler, founded in 2005 and headquartered in Coburg, that exclusively supplies toys, sporting goods, therapy, outdoor and craft products to verified specialist retailers, kindergarten/school outfitters and therapy equipment dealers under its EDUPLAY and WEPLAY brands.
- Company typePrivate
- Founded2005
- HeadquartersCoburg, Germany
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Eduplay does
Eduplay (legal entity: EDUPLAY GmbH) is a German B2B wholesaler of toys, sporting goods, educational materials, therapy equipment, outdoor playground equipment and craft supplies, headquartered at Eichhofweg 11, Coburg, Germany. Founded in 2005 and operating with 11–50 employees, the company sells exclusively to verified specialist retailers — including toy stores, sporting goods retailers, and kindergarten/school outfitters — and explicitly does not transact directly with end consumers, kindergartens, schools, therapy offices or associations. End customers are redirected to the company's retail partner network, and prospective retailers must apply with business credentials (VAT ID, address, channel mix) to gain access.
The product portfolio is anchored by two proprietary brands: EDUPLAY, covering play-corner furniture, Montessori and STEM educational toys, sand/water play, sun sails, craft materials (felt, paper, wood, textile), stamps, gifts and outdoor playground equipment certified to DIN EN 1176; and the sub-brand WEPLAY, focused on gymnastics, balance, motor-skills, vehicles, tactile stimulation and play-space furniture. The 2026-2027 catalogue introduces more than 130 new products, and the offering is supported by a Contrexx WCMS-powered website with a dedicated responsive B2B e-commerce portal (shop.eduplay.de) featuring real-time stock indicators, persistent carts, parcel tracking and order history, alongside a traditional downloadable PDF and flip-catalogue wholesale workflow. Recent activity includes a MagniWorld promotional campaign (ending 12 July 2026), a price reduction on the Steam Kit Button Construction 380-piece set due to retail demand, and the launch of the My Funstone movement equipment line.
Revenue is generated transactionally through wholesale catalogue orders and authenticated B2B portal purchases at retailer-only prices, with no public price list and no consumer-facing sales motion. Pricing is opaque (login-gated) and the company does not disclose revenue, funding, ownership structure, or financials. Distribution is handled via direct B2B (authenticated shop) and catalogue mail-order channels across Germany and internationally, with marketing driven primarily through downloadable catalogues, email newsletters, and a Facebook page rather than paid acquisition.
Eduplay firmographics
Firmographics- Name
- Eduplay
- Legal name
- EDUPLAY GmbH
- Website
- https://eduplay.de
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Eduplay is a German B2B wholesaler, founded in 2005 and headquartered in Coburg, that exclusively supplies toys, sporting goods, therapy, outdoor and craft products to verified specialist retailers, kindergarten/school outfitters and therapy equipment dealers under its EDUPLAY and WEPLAY brands.
- Ownership category
- akta.pro rank
Eduplay industry classification
Industry- Product category
- Toy and Educational Products Wholesale
- NAICS
- Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910), Hobby, Toy, and Game Retailers (45912), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)
- akta.pro primary industry
- B2B Marketplaces & Wholesale Platforms (BPAMAGAD)
- akta.pro secondary industries
- Educational Supplies & Learning Toys Retail (CRALAIAL), Kids Crafts & Educational Craft Kits Retail (CRALACAG)
Keywords
Where Eduplay is headquartered
LocationHeadquarters
- HQ city
- Coburg
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Eduplay business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Wholesale Toy & Play Equipment Sales: Eduplay generates revenue by selling toys, sporting goods, educational materials, therapy equipment, and craft supplies exclusively to registered retailers at wholesale prices. Revenue is transactional and volume-based, derived from catalogue orders and B2B e-commerce platform purchases. The company does not sell directly to end consumers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | B2B Wholesale Pricing (Authenticated Access Only) |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Eduplay product offering
Product offeringCore offering
Eduplay is an international B2B wholesaler based in Coburg, Germany that sells toys, sporting goods, educational materials, therapy equipment, and craft supplies exclusively to registered specialist retailers, kindergarten/school outfitters, and therapy equipment dealers. The company operates its own product brands (EDUPLAY and WEPLAY) alongside third-party brands like MagniWorld, distributing through a dedicated B2B online shop (shop.eduplay.de) and traditional mail-order catalogue channels.
Product overview
Eduplay is a German toy and sporting goods wholesale company that operates exclusively through B2B relationships with specialist retailers, kindergartens, and school suppliers. The company offers two main product brands: EDUPLAY (educational toys, play equipment, craft materials, and outdoor playground equipment) and WEPLAY (specialized movement, gymnastics, and motor skills development products). The EDUPLAY brand encompasses diverse categories including play corner equipment, educational toys (Montessori, math, science), gifts, research and discovery, sand and water play, sun sails, sports and movement equipment, basic craft materials, craft kits, stamps, and textile items. WEPLAY focuses on gymnastics, creative products, furniture, balance training, motor skills, vehicles, and tactile stimulation. The company operates a B2B online shop for authorized retailers and maintains extensive catalogues available for download. Products target kindergartens, schools, therapy facilities, and specialist retailers in Germany and internationally.
Differentiator
Problem solved
Functional benefit
Brands
- WEPLAY: Sub-brand product line under EDUPLAY focusing on gymnastics, creativity, furniture, balance, motor skills, vehicles, and tactile products.
Products and services
- EDUPLAY Brand Products Own brand portfolio spanning educational toys, play equipment, sports equipment, therapy tools, and craft materials for kindergartens, schools, and retailers. Includes play corner equipment, Montessori/educational toys, gifts, research and discovery products, sand and water play, sun sails/UV protection, sport and movement equipment, basic craft materials, craft kits, stamps, textile items, and craft tools.
- WEPLAY Brand Products Specialized movement and gymnastics sub-brand under EDUPLAY with categories including gymnastics equipment, creative products, furniture for play spaces, balance training equipment, motor skills development, vehicles, and tactile stimulation products.
- My Funstone Movement and play equipment offering countless opportunities for movement and play activities, sold to retailers only.
- Steam Kit Button Construction 380 pcs Creative felt construction set with 380 felt pieces that connect via double-sided snap fasteners. Includes template cards for 2D and 3D objects, 4 laminated color instructions, 14 template cards, 55 guessing game cards, and plastic storage box. Promotes fine motor skills, hand-eye coordination, and spatial thinking.
- MagniWorld Product Line Special promotional product line featuring global/world-themed educational toys and play equipment for kindergartens and schools.
- Outdoor Playground Equipment Heavy outdoor play equipment including climbing and hanging structures (Coming Home series), low climbing systems, balance beams, swing frames, bird's nest swings, benches and tables in various sizes. Materials include Robinia wood, Douglas fir, and stainless steel. Certified to DIN EN 1176.
- EDUPLAY B2B Online Shop Business-to-business online ordering platform for authorized retailers. Features responsive design for mobile/smartphone use, real-time stock status indicators, long-term shopping cart storage, order processing tracking with parcel tracking, and order history. Retailers must apply for access with business credentials.
Companies that use Eduplay
Customer profileSegments2 records
Ideal customer profiles1 record
Eduplay technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Eduplay partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights4 records
Eduplay competitors and assessment
Company assessmentDirect peers
- Betzold: Betzold is a German B2B specialist supplier of educational materials, learning toys, and classroom supplies targeting educators and institutions. Near-identical end markets (kindergarten/school) and overlapping catalogue-driven wholesale model.
- Dusyma: Dusyma is a German B2B supplier of educational toys, therapy materials, and kindergarten equipment focused on the early-childhood and therapeutic pedagogy market. Direct overlap in kindergarten and therapy product lines as a fellow specialist wholesaler.
- Sport-Thieme: Sport-Thieme is a German B2B supplier of sport and physical-education equipment for kindergartens, schools, clubs, and therapy. Directly overlaps with Eduplay's WEPLAY sub-brand across gymnastics, balance, and movement categories.
- Hagemann: Hagemann is a German wholesaler of educational, therapeutic, and craft supplies serving specialist retailers and institutional buyers. Comparable B2B specialist wholesale approach and overlapping therapy/craft product categories.
- Wehrfritz (Vedes Group): Wehrfritz is a German specialist wholesaler serving kindergartens, schools, and educational institutions with learning materials, furniture, and educational toys. Directly comparable on B2B specialist model, kindergarten/school vertical, and German footprint (now part of Vedes buying group).
Broad incumbents
- Selecta: Selecta is a German wooden-toy manufacturer specialising in high-quality educational and developmental toys. Significant overlap in educational/developmental toys and shared German manufacturer-wholesaler heritage, but at much broader product and channel scope.
- Schleich: Schleich is a major German toy manufacturer with global brand recognition in figurines and educational/developmental playsets. Shares German toy heritage and adjacency to educational toys but operates at much larger multi-channel scale.
- Sigikid: Sigikid is a German plush toy and children's product brand spanning educational plush, textile products, and craft items. Overlaps in craft, textile, and educational product categories and operates at broader multi-channel scale than Eduplay.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Eduplay social profiles
Digital presenceEduplay financial estimates
Financial estimateRevenue estimate
Valuation estimate
Eduplay leadership team
Management profileNumber of profiles
Eduplay funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Eduplay M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Eduplay
What does Eduplay do?
Eduplay is an international B2B wholesaler based in Coburg, Germany that sells toys, sporting goods, educational materials, therapy equipment, and craft supplies exclusively to registered specialist retailers, kindergarten/school outfitters, and therapy equipment dealers. The company operates its own product brands (EDUPLAY and WEPLAY) alongside third-party brands like MagniWorld, distributing through a dedicated B2B online shop (shop.eduplay.de) and traditional mail-order catalogue channels.
Is Eduplay a public or private company?
Eduplay is a private company. It is classified as unknown and is currently operating.
When was Eduplay founded?
Eduplay was founded in 2005. It employs 11 to 50 people.
Where is Eduplay based?
Eduplay is headquartered in Coburg, Germany, in the Europe region.
How does Eduplay make money?
One revenue line is on record: wholesale Toy & Play Equipment Sales.
Who are Eduplay's main competitors?
Direct peers on record are Betzold, Dusyma, Sport-Thieme, Hagemann and Wehrfritz (Vedes Group). Broad incumbents are Selecta, Schleich and Sigikid.
Does Eduplay have an API?
No public API is recorded for Eduplay.
What industry is Eduplay in?
Eduplay's product category is Toy and Educational Products Wholesale. Its primary akta.pro industry code is BPAMAGAD, B2B Marketplaces & Wholesale Platforms, with a secondary code of CRALAIAL, Educational Supplies & Learning Toys Retail. Its NAICS code is 423910 and its SIC code is 3944.