Yumi & Tomu

Maria Frensborg, illustrated by Gustaf Lord

Yumi & Tomu is an explosively successful book series for readers aged 6–9, based on the popular YouTube creators from Uppsala, whose warm, humorous, and inclusive videos have attracted a loyal following of hundreds of thousands of children. With a kinder, more thoughtful tone than much of the content available online, they have become important role models – with a following reaching far outside Sweden.

Since its launch with The Game Master’s Trap (2022), the series has grown rapidly and established itself as a major children’s book success in Sweden, with more than one million copies sold. The list currently includes five titles as well as themed editions, activity books, and audiobooks, demonstrating both breadth and strong commercial appeal for the series. The stories unfold in a fast-paced and imaginative world shaped by the logic and aesthetics of gaming – featuring levels, challenges, mysteries, and a clear sense of “missions”. This universe closely mirrors the digital reality where the target audience already spends time, particularly through platforms like Roblox and Minecraft, creating instant recognition and high relevance.

At the same time, the books stand firmly on their own as classic adventure stories about friendship, courage, and teamwork. Gustaf Lord’s illustrations are a key part of the reading experience. Rich in detail and filled with visual clues, they encourage readers to engage actively with the story and discover new layers with every read. The combination of text and image creates a dynamic and interactive narrative that appeals to both beginners and confident readers.

Today, Yumi & Tomu is a strong brand that extends far beyond books, with games, music, and merchandise enabling children to experience the characters across multiple formats – both digitally and in the physical world. This is a series with strong international potential: an established success with an already engaged audience, a concept perfectly aligned with current trends, and a story world that can easily expand across formats and markets.