The brand
mideer was founded in 2016 with a simple belief: a toy is worth what it brings into a child's world, not just what it is.
Art and education in the same box
mideer designs toys with illustrators, designers and early-years educators working side by side. The aim is products that build real skills, such as concentration, fine motor control and problem-solving, while looking good enough to leave out on the table.
The brand works with artists from Europe, Asia and the Americas, and holds licences such as Eric Carle's The Very Hungry Caterpillar. Each range has its own illustrated world, so a puzzle, a craft kit and a backpack can still feel like part of the same family.
Today mideer is sold in more than 70 countries and regions, through specialist toy shops, bookstores, department stores and online.
Discover. Fun. Art.
The brand's three words, and what they mean on the shelf.
Discover
Toys that open a door to something new: how the planets stack, what lives in the ocean, how a kaleidoscope turns light into pattern.
Fun
Happiness comes first. If a child isn't enjoying it, they aren't learning from it, so every product has to be played with, not just used.
Art
Children should grow up around beautiful things. Illustration, colour and design are treated as part of the learning, not decoration.
“The real value of a toy is the beauty of the world it brings to a child.”
From mideer's brand philosophy
Made to be handled by children
Safety is part of the design brief from the start.
Awards
Independent toy awards judged by parents, teachers and reviewers.
mideer in the GCC
Top Gear General Trading LLC is mideer's exclusive distributor for the UAE, Saudi Arabia, Kuwait, Qatar, Bahrain and Oman. We hold stock in the UAE, supply the region's online marketplaces and work directly with retailers who want to carry the brand.
Stock mideer