MIRA Media GmbH

What MIRA Media GmbH does

MIRA Media GmbH is a German children's media company founded in 2020 during the COVID-19 lockdown by founder Mira (a studied musician and systemic family coach), operating under the public brand 'MiRA & das fliegende Haus'. The company produces violence-free, German-language multimedia content targeting children ages 3–11 and their parents, with a thematic focus on emotional development, mindfulness, self-love, body safety, and stress management. Its portfolio spans the MiRA SHOW podcast, audio stories (Hörspiele), guided dream journeys (Traumreisen), children's meditations (Wolkenwunderland), two music sub-brands (MiRA Songs, MC Pieps Songs), a hardcover book catalog, and merchandise — all built around a consistent character universe (MiRA, Kopernikus the cat, MC Pieps the rapping mouse).

The flagship product is the MiRA-CLUB, a 12-month subscription (€29.95/month for one child, scaled per sibling) that delivers monthly personalized 'Geheimpost' (secret mail) packages including letters, interactive speaking booklets (sprechendes Clubheft) with QR codes that unlock character audio content, themed surprises, stickers, and parent coaching audio. Supporting technology is digital audio production combined with a proprietary physical-to-digital interaction layer (QR-driven booklet-to-audio) — no mobile app, no AI/ML capabilities disclosed. The company self-describes as the largest children's media project in Germany focused on mental (children's) health and reports over 20,000 participating families in the MiRA-CLUB.

The business model combines subscription recurring revenue (MiRA-CLUB), one-time direct-to-consumer sales via a Shopify storefront (books priced €14.95–€34.95, merchandise at €29.95, gift vouchers €10–€100, holiday bundles), wholesale distribution through a German-only dealer network of bookstores and concept stores, and streaming-distributed digital audio content monetized indirectly via brand and product sales rather than direct license fees. Geographic reach is DACH-focused: the dealer program is restricted to Germany, shipping extends into the EU and Switzerland, and audio content is globally available on Spotify, Apple Music, and Amazon Music. The company operates with an 8-person core team supplemented by freelance hires and is founder-owned with no disclosed institutional investors.

Name

MIRA Media GmbH

Legal name

MiRA Media GmbH

Website

https://mira-welt.de

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

MIRA Media GmbH is a German children's media company producing violence-free podcasts, audiobooks, meditations, books, merchandise, and the 12-month MiRA-CLUB subscription, serving parents of children ages 3–11 with content centered on emotional development, mindfulness, and self-love.

Ownership category

akta.pro rank

Product category

Children's Media

NAICS

Broadcasting and Content Providers (516), Office Supplies, Stationery, and Gift Retailers (4594), Information (51)

akta.pro primary industry

Children’s Subscription & Book Club Publishing (MPAJAFAO)

akta.pro secondary industries

Children’s Audio Publishing (Audiobooks & Podcasts) (MPAJAFAI), Children’s Digital & Interactive Publishing (E-books, Apps, Enhanced Content) (MPAJAFAJ)

Keywords

• Children's media
• Children's books
• Audio storytelling
• Emotional education
• Mindfulness content

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. MiRA-CLUB Subscription: Monthly subscription delivering personalized letters, interactive talking booklets, themed surprises, stickers, and audio parent coaching to families over 12 months. Each child receives their own membership. Includes welcome card with personalized voice message, monthly secret mail, birthday greetings, and affirmation cards.
2. Book Sales: One-time purchase of hardcover children's books covering emotions, self-love, body safety, stress management, and mindfulness. Includes picture books, story collections, and affirmation books. Available individually or in bundles.
3. Gift Vouchers: Digital gift vouchers available in denominations of €10, €25, €50, €75, and €100, delivered via email with printable templates for gifting.
4. Merchandise: T-shirts, card games, coloring books, and stationery products featuring MiRA characters and brand messaging.
5. Digital Audio Content: Audio content including podcast episodes (MiRA SHOW), audiobooks, songs, and meditation tracks available on Spotify, Apple Music, Amazon Music, and as individual digital downloads (Tonie figures, Galakto tokens, KEKZ audio chips).
6. Retail/Dealer Distribution: Wholesale distribution of physical products to bookstores, concept stores, and toy stores in Germany through their dealer partner program.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

MIRA Media GmbH produces and sells violence-free, German-language children's media content for ages 3-11 focused on emotional development, mindfulness, and self-love. The portfolio includes digital audio content (podcasts, audiobooks, meditations, songs), hardcover children's books, the MiRA-CLUB 12-month subscription delivering monthly personalized secret mail with interactive QR-code talking booklets, audio figures (Tonies/KEKZ/Galakto), merchandise, and gift vouchers.

Product overview

MIRA Media GmbH operates as a children's media company producing multi-format content centered around the 'MiRA & das fliegende Haus' (MiRA & the Flying House) brand. The product portfolio comprises three core pillars: (1) Audio content including the MiRA SHOW podcast, audio stories (Hörspiele), dream journeys (Traumreisen), children's meditations (Wolkenwunderland), and music tracks from MiRA and MC Pieps characters; (2) A subscription-based MiRA-CLUB offering monthly personalized secret mail with interactive speaking booklets accessed via QR codes and audio content, plus monthly parenting audio coaching; and (3) A book catalog including the Gefühlsdetektive series ('Was steckt hinter meiner Wut?', 'Was steckt hinter meiner Langeweile?'), affirmation books ('Ich bin gut, so wie ich bin'), the collected stories volume ('Die schönsten Vorlesegeschichten aus dem fliegenden Haus'), and thematic books on body protection, stress management, and self-worth. Physical audio products include Tonies, Galakto tokens, and KEKZ chips. Merchandise includes T-shirts and gift vouchers. All content is violence-free, non-discriminatory, and designed for children ages 3-11 with topics including emotional intelligence, mindfulness, self-love, diversity, and inclusion.

Differentiator

Problem solved

Functional benefit

Brands

• MC Pieps: A music sub-brand of MiRA & das fliegende Haus featuring songs by the character MC Pieps (the rapping mouse), including children's music albums and individual song releases.
• MiRA-CLUB
• MiRA SHOW

Products and services

• MiRA-CLUB Subscription 12-month subscription club where children become "Gefühlsdetektive" (emotion detectives), receiving monthly personalized secret mail with interactive speaking booklets containing QR codes that unlock audio content, themed surprises, and stickers. Includes monthly audio parenting coaching. Priced at €29.95/month for 1 child, €54.90/month for 2 children, €79.85/month for 3 children, with first-month introductory pricing.
• MiRA SHOW Podcast Free flagship podcast for children ages 4-10 distributed globally on Spotify, Apple Music, and Amazon Music, featuring episodes where kids ask questions about emotions, mindfulness, and self-love.
• MiRA Hörspiele (Audio Stories) Audio adventure stories (40-50 minutes each) featuring MiRA, Kopernikus the cat, and MC Pieps the mouse rapper, covering themes of emotions, self-love, and mindfulness.
• MiRAs Wolkenwunderland (Children's Meditation) Magical children's meditation series (19-23 minutes per episode) where children travel with MiRA to a cloud world for relaxation and positive thinking.
• Traumreisen (Dream Journeys) Mindful bedtime stories (20-35 minutes each) designed to help children relax and fall asleep through guided audio journeys.
• MiRA Songs Empowerment songs for families including tracks like "Ich hab mich lieb", "Alle Hände hoch", and birthday songs, distributed on Spotify, Amazon Music, and Apple Music.
• MC Pieps Songs Music and songs by the MC Pieps character (the rapping mouse), featuring tracks about emotions and empowerment for children.
• Ich bin gut, so wie ich bin (Affirmation Book) 176-page hardcover affirmation book with 9 stories, 16 removable power cards, and personal letters from MiRA. Supports children ages 5+ in building self-esteem and positive self-image. Priced at €34.95.
• Das Land der Gefühle (Emotions Picture Book) 44-page hardcover picture book (23x23cm) introducing children ages 3-99 to the "Land of Feelings" where different emotions live in colorful houses. Priced at €17.95.
• Was steckt hinter meiner Wut? (Anger Management Book) Part of the "Gefühlsdetektive" (Emotion Detectives) series. 64-page hardcover book helping children ages 3-11 understand and transform anger. Priced at €24.95.
• Was steckt hinter meiner Langeweile? (Boredom/Imagination Book) Second book in the Gefühlsdetektive series. 64-page hardcover showing children ages 3-11 that boredom can open spaces for dreaming, discovering, and growing. Priced at €24.95.
• Die schönsten Vorlesegeschichten aus dem fliegenden Haus (Family Story Collection) 164-page hardcover family book containing 4 illustrated stories about emotions, sustainability, diversity, global empathy, and unconditional love. For ages 3-99. Priced at €34.95.
• Mein Körper ist mein Königreich (Body Safety Book) 36-page child protection book (21x21cm) teaching children ages 3-11 about body boundaries, the right to say "no", and good vs. bad secrets. Priced at €19.95.
• Die Stress-Ampel – Ich bin entspannt (Stress Management Book) 44-page book teaching children the "inner stress meter" concept with green-yellow-red zones to recognize and communicate stress levels. Includes companion stress scale card. Priced at €14.95.
• Das innere Kind – Ich bin liebenswert! (Inner Child Book) Book showing children that mistakes don't define their worth and that love is unconditional. Features a story about MC Pieps' grandma's 99th birthday. Priced at €14.95.
• Du + Ich - Das Verbindungsbuch (Parent-Child Connection Journal) Year-long connection journal designed to accompany families through structured parent-child activities. Priced from €39.95.
• Die Mondmaus (Children's Book) Hardcover book (23x23cm) about a little moon mouse who wants to change the world, teaching that "no one is too small to be great."
• Moa und der Wunschbaum (Children's Book) Hardcover book (23x23cm) about a wish-granting tree and discovering that true happiness comes from the heart, not from wishes.
• Die Tierolympiade (Children's Book) Hardcover book (23x23cm) about animals competing in events and discovering that everyone has their own unique superpower.
• MiRA Kartenspiel "Mach ein Spiel draus!" Card game bringing more lightness to everyday family life through playful activities.
• Pocket Tonie "Der Familienzauber" Tonie audio figure featuring exclusive MiRA SHOW episode content, designed for use with the Toniebox audio player. Priced at €9.99.
• MiRA KEKZ Audiochip Audio chip with MiRA audio story content compatible with Kekz audio players for children.
• MiRA Galakto Token Token with MiRA audio story content ("Chaos im fliegenden Haus") compatible with Galakto audio players for children.
• MC Pieps-Box inkl. Album Exclusive limited edition box containing the MC Pieps album. Priced at €69.95.
• MiRA T-Shirts T-shirts featuring MiRA character quotes and designs, including "Ich bin gut, so wie ich bin", "Alle meine Gefühle sind okay", and character designs. Priced at €29.95 each.
• MiRA Geschenkgutschein (Gift Voucher) Digital gift voucher available in denominations of €10, €25, €50, €75, and €100, including a printable gift template, delivered via email.
• MiRAs Ferien-Set (Holiday Activity Set) Holiday set including "Zeit für dich" coloring and puzzle booklet plus 4 notepad blocks with MiRA messages. Promotes screen-free creative time. Priced at €25.00.

Quantifiable outcome

• Over 20,000 families participating in MiRA-CLUB subscription program
• +1 more outcomes

Segments4 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 indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Coppenrath Verlag: Coppenrath is a German publisher of children's books, audio plays, and gift items. Directly comparable in target age (3-11), retail channel (German bookstores and concept stores), and emotional/developmental themes.
• Ravensburger AG: Ravensburger publishes children's books, audio plays, and games in Germany, with broad retail distribution. Overlaps with MiRA in children's books, audio stories, and family-oriented content, though at substantially larger scale.
• Carlsen Verlag: Carlsen is one of Germany's largest children's and young-adult book publishers, with extensive picture book and audiobook lines. Directly comparable in format, demographic, and point-of-sale competition in German bookstores.
• Tonies (Boxine): Tonies sells the Toniebox and licensed audio figures for children, competing directly with MiRA's audio content distribution model and serving as both a content partner (MiRA has a Pocket Tonie) and a potential substitute for the audio-figure format.
• Galakto Player: Galakto offers token-based audio players for children, another competing proprietary format. MiRA distributes Galakto tokens, positioning the firms as both distributor and audio-format competitor.
• Kiddinx Media (Bibi Blocksberg, Benjamin Blümchen): Kiddinx produces the long-running German children's audio brands Bibi Blocksberg and Benjamin Blümchen. Highly comparable in the German children's audio-play format, target demographic, and distribution through audio-figure platforms.
• Verlag Friedrich Oetinger: Oetinger is a leading German children's book publisher behind iconic characters (e.g., Die Wilden Kerle). It competes in the same German children's book market, including emotional and educational themes, with broader retail penetration.
• KEKZ: KEKZ produces audio chips and headphones for children, offering a competing proprietary audio-playback format. MiRA sells KEKZ chips directly, making the two both collaborator and partial substitute in the German children's audio market.

Emerging players

• Edurino: Edurino is a German digital learning platform for children ages 4-10 combining app-based games with figurines. While focused on educational rather than emotional content, it competes for the same parent segment seeking screen-time alternatives and developmental value.

Broad incumbents

• HABA (Habermaass GmbH): HABA is a broad German children's products manufacturer spanning toys, books, and games with strong family-brand positioning. Competes for the same conscious-parent segment and shelf space in specialty retail, though across a much wider portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCbccLgQgAN7qbdqMiWoJajw
• Instagraminstagram.com/mira.unddasfliegendehaus
• LinkedInlinkedin.com/company/mira-media-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 MIRA Media GmbH