GENI is a Japanese children’s toy brand whose roots lie in a preschool classroom established in 1988. Drawing on more than 30 years of experience with teachers and children, the company designs toys intended to make play both enjoyable and educational. Its range includes wooden toys, educational toys, playhouse toys, baby and infant products, plush toys, and collections such as SIGNATURE, IQ, NINJA, and LIL’ CHEF. Products are tested in the preschool classroom and designed with children’s development, including finger skills and thinking, in mind.

GENI emphasizes natural materials, careful craftsmanship, safety, and dependable quality. In 2016, it established T’s LAB, its manufacturing facility in Vietnam, where products are made to meet Japanese food sanitation and toy quality standards, as well as European Union CE requirements. The facility also provides OEM product development for business clients, with design, production, and technical support. Through its toys and manufacturing services, GENI aims to encourage children’s curiosity, creativity, communication, and learning through play.