Expanding the play of beads to a mobile platform

HAMA Universe expands the possibilities of play with beads to a digital platform making it possible to play with beads on-the-go.

Playing with beads in the car or on the couch has proved to be quite a challenge – but that’s all in the past. Alongside the world leading bead manufacturer Hama, Funday Factory has developed an app that allows beads and pegboards to be enjoyed on the go. Hama Universe acts as a digital extension of the traditional, physical products – and it is Hama’s very first digital product.

Release Date:

November 2015


iOS (iPhone & iPad), Android

Regular Price:


"Kids spend an enormous amount of time on smartphones and tablets. Now they can enjoy the same core play experience with HAMA beads, but on digital devices."

Lene Haaning, CEO Malte Haaning Plastic A/S

Staying true to the core play value

In the making of Hama Universe, Funday Factory’s finest job was to ensure that Hama stayed true to their core products: Beads, patterns and pegboards. Hama Universe thus digitises Hama’s colourful bead play and lets kids explore numerous adventurous islands.

You can choose to either recreate classical Hama patterns on the exciting islands or you can let your imagination run wild and combine shapes and colours as you see fit.

The app offers a colourful universe where memory and fine motor skills are challenged when beads are placed and patterns reconstructed. Hama Universe supports constructive play and strengthens concentration, creative skills and the desire to create. Hama Universe also allows kids to iron and save their masterpieces to look back on share with friends and family.


Hama Universe

Games as a service

Hama Universe has already been updated several times each time adding new content and features to the experience. Updating Hama Universe expands the play opportunities and strengthens the app's retention and longevity. One of the updates is The Mysterious Island, which is a place where beads light up like stars, and creative and fun patterns broaden the imagination.

Glow in the Dark with HAMA Universe 2017

Development Breakdown


Malte Haaning Plastic A/S wanted a simple digital product allowing children aged 5-8 to play with HAMA beads on a digital platform. 


Based on the outcome of a joint workshop, it became clear that the product should focus on the core play values of the physical HAMA beads and pegboards. We spent a lot of time researching the value of playing with beads and tested HAMA Universe on kids.


HAMA Universe broadens the play opportunities by offering a digital platform that allows the child to play with HAMA beads in surroundings that would not otherwise be suitable for playing with beads.
The child’s proud moments of creativity are ironed and saved in a gallery making it possible for the child to reconstruct the creation later on with physical beads, creating a demand for physical HAMA beads. 

Want to know more about Hama Universe?

Tine Kærgaard Knudsen
Event & Business Development Manager
+45 6022 9342


Message Tine