“Preparing our children for the future is our responsibility”
As Irene Klemm and her co-founder Franziska Meyer When they founded Edurino five years ago, their vision was clear: children should acquire the skills they need for the future through play.
Pitch & People Episodes
PITCH & PEOPLE Episode 5: Edurino
“The way education is done today, there is a big gap, especially in early childhood education,”
so Irene Klemm.
With tactile play figures and an interactive app, children immerse themselves in learning worlds that feel like a game yet specifically promote future skills. Characters like Leo (emotions), Mika (reading & writing), and Robin (numbers & quantities) convey content in an age-appropriate manner. At the same time, children learn correct pen grip with an ergonomic pen developed in collaboration with occupational therapists.
From the living room idea to 17 million financing
Launched amid the coronavirus pandemic, demie now has 75 employees and operates in Germany, Austria, Switzerland, and the UK. Following an Angel, Seed, and Series A round, the Series B followed in summer 2024 via 17 million euros.
Clamp explained:
"When you know what you're investing your money in, it feels completely natural. It's not about market expectations, but about focus and conviction."
Edurino is supported by, among others, Jens Begemann (VUGA), who contributes his expertise from the gaming world. The result is a learning system that relies on playful motivation and grows at the children's pace.
Why monsters are allowed to burp
From the very beginning, the Edurino founders have relied on co-creation with children. New learning games are continually tested and adapted in partner kindergartens and test families.
"We are not the users. Children must be the focus. If they find something boring, they simply get up and leave,"
laughs Clamp.
This direct feedback ensures intuitive, child-friendly products – including a touch of humor.
"Some monsters in the app burp. Parents don't always like it, but kids love it. And that's exactly what motivates them to keep learning."
Crowdfunding, Corona and self-confidence
Edurino was created from the observation of how overwhelmed families were with the closure of daycare centers and schools during the Corona period. Clamp explained:
“We saw so many gaps that we knew: If this isn’t the golden idea, there will be another one.”
An early crowdfunding campaign helped validate the product. Parents pre-ordered, proving that the Edurino is more than just a nice idea.
Rethinking education – with a digital vision
Edurino targets the area where education can have the greatest impact: early childhood development.
"At kindergarten age, you can set the course and create equal opportunities. At school, it's often too late."
The goal: Children learn to understand digital devices as tools—not just entertainment. At the same time, they develop emotional intelligence, logical thinking, creativity, and problem-solving skills.
"In ten years, we don't know which skills will be crucial. But resilience and a love of learning always count."
Today, Edurino has achieved product-market fit. Learning figures are available in stores, new markets are being developed. In the future, the startup plans to expand its own character universe (IP) and enter into collaborations with other children's brands. At the same time, Edurino is working on profitability in the DACH region and the next stage of growth.
Despite all the support, Clamp Potential for improvement in the Munich ecosystem:
"Especially in the education sector, there are still too few funding programs for the early startup phase. For a long time, education wasn't a typical investment sector. That's changing, but there's still room for improvement."
Today, five years after its founding, the company looks back with pride: from a living room startup to an EdTech brand with international appeal.
