Wonderworld was launched in 1985 as a small wooden toy workshop with only 6 employees. 25 years later, Wonderworld has grown into a world renowned premier marketer of wooden toys.

Wonderworld offers learning and fun to children and their parents through brands - WONDERWORLD and SOFTWOOD.

At Wonderworld, research and development play a very important role in the design process. We make sure that safety and value-added play are built into every product we make.

We conduct field tests in order to monitor children's interaction with the toys. We then make adjustments to the toys based upon our observations of how the children play with them.


Our design process focuses on the learning and creative process for children and their parents. Our outstanding in-house design team uses the latest child development studies to maintain constant product innovation.


 Wonderworld is a strong advocate of protecting the environment. We insist on using rubber-wood, an environmentally friendly, renewable resource. Rubber-wood is harvested as by-product from the culling of rubber trees that are in excess of 25 years of age. These trees no longer produce latex for commercial applications are cut down in order for new rubber trees to be planted. Not only is there no deforestation but every part of the tree is employed to its maximum use.

Wonderworld's commitment to the environment has prompted it to launch "Tree plus," a program in which we plant a new tree for everyone we harvest.

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