Yumi Yay is a playful Belgian lifestyle brand with high-quality products that strengthen the mutual bond between parents and children. Even more than a brand, we aim to represent a story, a concept, an experience. We want to encourage parents to put magic in the little moments, as these turn out to be the greatest memories your child will cherish. Three core values lie at the heart of Yumi Yay: connection, surprise and strength. With our products, we want to give parents the opportunity to take a look into their little one’s world and share the most magical experiences. This way, that we-moment becomes a central part of the day. Another great value of us? Sustainability. Yumi Yay wants to contribute to a more durable planet for the little ones among us. We do this by opposing the disposable culture as well as continuously seeking different ways to give our products an even longer lifespan. Yumi Yay is a brand of BABYmatters and was launched at the beginning of 2020. Yumi Yay is based in Lier, near Antwerp.