Creating The Next Evolution of Family Entertainment

Company Purpose

At MuuseLabs we combine technology & tenderness to build the next evolution of family entertainment.
We create human experiences for the next generations, to engage their imagination and help them grow up - not isolated by screens but with a sense of togetherness, safety and purpose.

  • Innovative learning toys
  • Internet of Things
  • Consumer Electronics

Jooki - Screen-free Music and Stories with ToyTouch™ technology

A safer and better way for your kids to enjoy music. No ads, no screens.


Our Story

Will, Theo and Pieter

Will: codes things, has the startup bug.

“I love sharing experiences with my son, but I never felt comfortable letting him use my phone. So when Theo suggested starting a company to create the Jooki I jumped at the chance. I’ve already been through the startup experience in San Francisco and after a fun stint at Google I was ready to dive back in.

Our kids are always asking to play with the prototype Jooki, which is a great sign! It’s remarkable how quickly a two year old can give you (honest) feedback and now I’m really excited about bringing the Jooki to a much wider audience.”

Theo: CEO, tech-entrepreneur.

“I got the idea for the Jooki when I had to take my phone out for the fifth time to play the same song over again for my 3yr old daughter. At home all our music is digital and our kids lost the ability to independently explore music and stories. When I was their age just I could just put a CD or cassette on. That freedom and charm of physical interaction with media has largely disappeared.

Before MuuseLabs I was doing product management for the world leader in digital cinema, aiming at enchanting the audiences with gorgeous pictures. I guess I live by the somewhat naive idea that blending technology with love sparks magic you can share. And at home I felt that technology had become a barrier to enchanting our little ones. So it is time for something radically different. Something designed for kids from the ground up that empowers them to explore music and stories.”

Pieter: makes things.

“I love making things - almost as much as I like breaking them… Theo and I have a common friend who has been doing a bit of match-making. In hindsight it’s quite obvious, I am an audiophile and having designed mobile phone chips for Huawei, I have been bitten by the hardware bug a while ago.

When I saw the first Jooki prototype, I knew that this is not only a fun project for a maker, but it’s also a great answer to a personal need. At home we speak Dutch and I want my daughters to listen to stories and music in our language. That content exists, but it’s not easy to find and actually quite expensive. We’re on a mission to help parents to easily access their traditional treasures.”

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