1st wave


It is aimed at toddlers and young preschoolers (2-4yr olds). YumiAmi is a toy line that helps children to understand diversity through stuffed dolls of five girl characters of different ethnicities. In the accompanying storybooks, each girl’s strengths and differences in their cultural backgrounds are introduced, along with episodes and positive messages, teaching the importance of DEI.

Julie Gwaltney

Julie Gwaltney

Sr. Director of Toys

Comments from developer

The name actually comes from the Japanese word Yume (meaning dream) and the French word Ami (meaning friend). In fact, it was only later that we learned that Yumi and Ami are both popular names given to girls in Japan.
YumiAmi’s backgrounds are key for this brand. The products also include a picture book linked to the stories of each character, and YumiAmi is also an outcome of our partnership with Cottage Door Press, the publisher that produced them.

※As of February 2024, not available in Japan.