A Century-Old Woodcraft Legacy, Crafted with Mastery
Brand Origins
The Mowan Shijia (Wooden Toy Family) brand traces its roots back to 1973, when the first-generation artisan, Mr. He Yanjian, founded a small woodworking workshop—“He’s Woodcraft Workshop.” In the same year, the second-generation inheritor, Mr. He Shouzhen, crafted prototypes using traditional Lu Ban tools in a modest workshop and successfully produced the company’s first wooden toys—marking the beginning of Yunhe’s wooden toy industry journey “from rural villages to the global stage.”
In 1980, Mr. He Shangqing assumed management; in 1992, Hexin Arts & Crafts Factory was established; and in 2002, the company achieved ISO 9001 certification. In 2003, the third-generation inheritor, Mr. He Bin (a Senior National Toy Designer), took over leadership and spearheaded the brand’s transformation. In 2004, the “Mowan Shijia” brand was officially registered, with two sub-brands launched: “Aimu” (iwood) for adult wooden toys and home décor, and “Bihao” (BENHO) for children’s wooden toys.
Brand Portfolio
| BENHO | Children’s wooden toys; awarded China’s Famous Trademark in 2007—the first wooden toy brand in China to receive this distinction |
| iwood | Adult wooden toys and home décor, targeting young consumers |
| GOULA | A century-old Spanish brand, exclusively introduced to China by Mowan Shijia in 2011, specializing in early-learning toys for ages 0–6 |
Corporate Honors
- 2002: Certified under the ISO 9001 Quality Management System
- 2007: “BENHO” awarded China’s Famous Trademark
- 2010: Featured at the Shanghai World Expo
- 2012: Own-brand BENHO made its debut at the Brand Pavilion of the Nuremberg International Toy Fair (Germany)
- Awarded FSC Forest Certification, ensuring full use of sustainably sourced timber
- Compliant with comprehensive international safety standards: EN71 / ASTM / GB
- 2024: Recognized as a Zhejiang Time-Honored Brand (7th batch)
- Designated as a Zhejiang Provincial Patent-Exemplary Enterprise and Zhejiang Provincial Specialized, Refined, Distinctive, and Innovative Enterprise
- Licensed partnerships with globally renowned IPs including Disney and Marvel
Public Welfare Initiatives
The company has long been committed to public welfare, donating self-developed wooden toys to kindergartens and primary schools in underdeveloped regions—including Xinjiang, Shaanxi, and Gansu—for over a decade.