01 — Dawn · Calm. Kind. Curious.

Light for the first five years.

LUMI is a children's media house building the calm catalogue for the first five years. Four things are live today, one standard is published in full, and nothing at all is collected about your child. Built by two parents in Dubai.

See what's live Read the standard

Scroll to follow the light

02 — Day

Kids' media got loud, and greedy. We're building the calm.

This is not a mood we invented to sell something. It is what the category did to itself over the last two years, in public, in numbers anyone can check.

of the videos recommended after a popular preschool show were AI-generated.

NYT, in the 2026 Fairplay letter

a year, earned by the top AI-slop channels aimed at children. The incentive is permanent.

Per year, top channels

FTC fine against the largest children's media company for mislabelling kids' videos and collecting their data.

FTC, September 2025

of audited subscription kids apps rate medium-to-high on privacy risk. Not most. All of them.

Independent app audit

What is actually live this morning.

Real, countable, openable. No roadmap tiles, no dated promises, nothing you cannot click today.

0activities in the catalogue

0things live today

$2.99a personalised song

0data points on children

Live · Flagship

Tovi

Age-right Montessori activities built around what is already in your kitchen, closet or yard. 3,500 of them so far, tied to where your child is right now. The companion in a parent's pocket — not another screen for the child.

trytovi.com →

Live · Free forever

Toddler Office

A pretend office your toddler runs by smashing the keyboard. Invoices fly, memos happen, nothing breaks. No ads, no accounts, no data.

toddleroffice.com →

Live · $2.99 a song

Tovi Sing

Pick a song, add your child's name, and it is theirs in under two minutes. $2.99 each, or free for Tovi+ members — two a month. The name is rendered and never stored.

trytovi.com/sing →

Live · Free

After Bedtime

Notes from two parents, written once ours is asleep. What we tried this week, one small thing to try with yours, and something worth reading that we didn't make. One Sunday email, no ads to your child, ever.

Read it →

A morning from the catalogue.

All of it lives in Tovi →

0–1 yearsA Basket of Real ThingsA basket, and five or six real objects bigger than a fist. They mouth, turn, tap and drop. That is the whole point.

Sensorial

1–2 yearsIn and OutA container with a hole and something that fits through it. Posting, over and over, until it is finished.

Practical Life

2–3 yearsPouring, SlowlyTwo cups and a little water. The concentration on their face is the activity, not the pouring.

Practical Life

3–4 yearsThe Colour Muffin TinA muffin tin and a jumble of small things. If they sort by their own rule instead, follow their logic.

Sensorial

3–4 yearsThe Mystery BagOne object, one bag, one hand going in. Naming what you cannot see is harder and better than naming what you can.

Language

4–5 yearsMaking a Snack: SpreadingA blunt knife and something soft. They make the snack; you eat what they made.

Practical Life

Every one uses what is already in your kitchen, closet or yard. Age bands are real — a 0–1 activity is genuinely for 0–1, which is the fourth commitment doing its job.

03 — Midday · LUMI Certified Calm™ v1.0

At midday, nothing casts a shadow.

We wrote down the bar we hold everything to and published it in full, so any maker can adopt it and any parent can hold us to it. A piece of media is Certified Calm only if it meets all five. Not four. All five.

Calm by designIt does not hijack a developing nervous system to hold attention. Calm content survives being paused.How it is checked

The test: a two-year-old can look away without distress, and come back without having missed a cliff-hanger engineered to trap them.

A human who is accountableA named person is the author of record for every published piece. AI may accelerate; it is never the maker.How it is checked

If it could be produced a thousand times a day with no one reading the output, it fails.

Zero data on childrenNo child accounts, no child profiles, no child data. We could not build a profile of your child if we wanted to.How it is checked

Personalisation is rendered and not stored — a child's name exists for the moment of creation, then it is gone.

Pedagogically honestAge claims are specific and true. We never promise a screen will make a baby smarter.How it is checked

Co-play over solo consumption: built for a parent and child together, never to park a child alone.

Parent-respectingNo dark patterns, no fear-selling, no guilt. The free thing is genuinely free; the paid thing is easy to leave.How it is checked

We market against screen guilt, never with it. The goal is a calmer household — sometimes including less of us.

The standard is open — any maker of media for young children may adopt it. Read it in full → Rate a show against it →

If we ever break this promise, the change comes with our resignation.

04 — Dusk

How one house makes this much.

Not a studio. Two parents, owned IP, and a production model where the same story lands in several places a family already lives.

Owned outrightEvery piece is ours. No licensing clock, no platform that can take it back.

AI-native productionThe tools accelerate the making. The words, the ear and the no's are human — that line is written into the standard.

iii

Near-zero marginal costOne story becomes an activity, a song and a page without becoming a new production.

A catalogue that compoundsNothing we make expires, and a new cohort ages into it every single year.

Who built it

“We started LUMI for our daughter, Mira. Everything made for her age felt like a sugar rush — so we started making the calm, kind things we wished existed.”

We're Radhika and Nameet, parents in Dubai. Mira couldn't settle, and everything made for her age felt loud, fast, or quietly trying to sell us something. So we told her slow stories instead — about a curious mongoose called Milo and a calm, cream-coloured poodle called Luna. Luna is real. She's asleep on the sofa right now.

The point was never a media empire that shouts loudest. It is a small, trustworthy house that helps one parent make one calm moment with their child tonight, and then again tomorrow. The small moments, repeated, are what matter.

Created by Radhika and Nameet, for Mira… and for you.

05 — Night

And then, after bedtime.

For parents

A note on Sundays, once yours is asleep.

What we tried this week, one small thing to try with yours, and something worth reading that we didn't make. Read in the time it takes a kettle to boil.

Read After Bedtime

Free. No ads to your child, ever. Easy to leave.

For partners, press, licensing & nurseries

The door is open, and it is not in the footer.

We license the catalogue, co-produce, and supply nurseries and preschool groups. If you publish, broadcast, distribute or teach in the first five years, we would like to hear from you — a real person reads every one.

Say hello

[email protected] · Dubai, UAE