D2C Firm Fluid Ventures Invests in Sustainable Toy Brand Shumee Toys

Shumee plans to use the funds in the expansion of its product portfolio and building a parent community in line with its key focus on building a premium wooden toys brand having a global reach.

December 29, 2021

Meeta Sharma

Bengaluru-based sustainable toy brand Shumee Toys has raised an undisclosed amount of investment from D2C-focused Venture Capital firm Fluid Ventures. The toy brand makes sustainable and development-friendly wooden toys and games for ages 0-7 with natural materials and non-toxic colours.

Founded in 2016 by Harvard and IIT Delhi alumni Meeta Sharma Gupta, Shumee has sold more than 200,000 toys both in India and globally through its own website and e-commerce platform –Amazon. The toy startup plans to deploy the raised capital to expand its product portfolio and build a parent community with a focus on building a premium wooden toys brand globally.

Meeta Sharma Gupta, Founder of Shumee, said, “Children learn through play; learning should not be forced on them. We have over 100 toys and games at Shumee and none of them is ‘educational’ in the typical sense. They encourage open-ended play led by the child’s own imagination and will.”

The toys are designed by in-house creators from top design schools and handcrafted by local artisan partners with an aim to develop cognitive, social/emotional, communicative and physical development of children in the most formative years.

Also Read: Dia Mirza Invests in a Sustainable, Wooden Toy Brand shumee

“Due to the lockdown and an increase in import duty on toys, domestic toy market has seen a tremendous surge of more than 25 per cent in the demand of the toys and Shumee team has been on the frontline to cater to that demand with product innovation and robust automation”, says Amit Singal, General Partner, Fluid Ventures.

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