Time refines our original aspirations, and perseverance forges our growth. This year marks the 23rd anniversary of the founding of the Cowboy Group.
Over the past two decades, Cowboy has remained committed to the kindergarten setups, staying true to our original vision: “to become a global brand that brings more joy to the world.” Through professionalism and craftsmanship, our company has built safe, happy play spaces for children across the globe.
To support global brand expansion and reinforce core values, Cowboy partnered with LKK and incorporated public creative input to launch a brand image upgrade—honoring heritage while embracing innovation, and integrating brand values with design aesthetics.
The new Cowboy Group logo reflects the brand’s founding spirit and future direction, with every detail shaped by consideration for children, the industry, and the future.
Centered on the letter “C” (from “COWBOY”), the semi-enclosed form represents a “child-centered” philosophy, preserving the brand’s original identity.
A Smile: the most direct expression of happiness, and also the core mission of Cowboy – to let every child experience pure joy through play.
Looking up: Cowboy has spent 23 years growing steadily upward with deep focus and unwavering persistence, cherishing a beautiful vision for the future of the children’s amusement industry.
A slide is embedded into the English lettering, to highlight the industry and our company’s core products, linking the “O” and “W” to symbolize Cowboy’s role in “connecting joyful moments and strengthening parent-child bonds.”
The new IP “MuMu,” inspired by a puppy, features a warm, bright orange hue radiating energy and innocence. Friendly and approachable, MuMu becomes a trusted childhood companion, reflecting the brand’s childlike perspective.
With the new logo as a prologue, Cowboy will continue comprehensive brand upgrade. While enhancing brand influence, our company remains dedicated to expanding the “Amusement+” landscape through craftsmanship and innovation—co-creating joyful landmarks with global partners.
