Company Profile

South African Educational Toys

South African Educational Toys

Idem Smile is a vertically integrated company that is in the business of designing, producing, marketing, distributing and selling a range of curriculum linked:
  1. Educational toys
  2. Classroom support material
  3. Publications
  4. School furniture

We are making huge investments in research and development of new Educational materials.

Idem Smile Supports Charity

Helping South Africa Grow through Education

Baby Ethan Foundation

Baby Ethan Foundation

Our vision is to assist those sick & premature babies who require an NICU, whose parents do not have financial means or access to basic necassities.

Feed South Africa

Feed SA

At FEED SA we believe that a chance at a better life begins with a full tummy, which is why we’re committed to feeding the hearts, minds and tummies of South African children who are forced to go to school on an empty stomach. We are a non-profit organisation whose main aim is to establish feeding programmes within townships. These feeding programmes are aimed at those who receive no other forms of funding whatsoever.

Compass Community Provision & Social Services

Compass Community Provision & Social Services

We house and shelter suffering persons by providing dignified home environments where people can have a second chance in life.


  • Lerato Educational Centre
  • Sandringham Gardens
  • Sakhisiswe Aids Organisation – Orange Farm
  • Bumble Bee Kidies Zone
  • Thenji’s Educare
  • Selwyn Segal
  • Woman of the World
  • SLCAP Community Active Protection
  • School Funraisers

Our Products

Developed By Educational Experts

 Idem Smile has a wealth of products extensively covering both the Home and the School markets in the Foundation Phase, as well as Science, Technology, Mathematics and HSS kits for the Intermediate and Senior Phases. A large number of our products are listed on the approved lists of Provincial Departments. Idem Smile has a comprehensive range of quality educational products which have been developed by educational experts and are in line with Educational Standards set by Educational Departments worldwide.
  • Plastic Injection Moulding
  • Plastic Extrusion Blow Moulding
  • Plastic Stretch Blow Moulding
  • Plastic Extrusion Moulding
  • Wood & Steel Fabrication
  • Paper & Board Printing

Our Vision

To Develop The Highest Standard Of Educational Toys

Our vision is to continually develop and supply Supplementary and Resource materials which are of the highest standard and relevance. We will strive to build a leading edge business providing a one stop solution to our clients. We will add value to our customers in the home, school, retail / corporate and regional markets while committing ourselves to high standards of service, corporate governance and social responsibility. To build an international brand – Smile Education – that helps parents, teachers and children to be the best they can be.

The History Of Idem Smile

World Class Educational Toys For The South African Market


  • Idem was founded in the early 1970’s with the purpose to supply pre-schools and Junior Primary schools with Educational materials.
  • The materials were developed along internationally accepted standards taking the learner from the concrete learning process (touch, feel and experience) to the abstract learning process (reading and writing).
  • Juta Gariep Publishers acquired Idem from the original owners in 2003.
  • During the implementation of the NCS in the Foundation Phase in 2004, Idem submitted packages of our materials to all 9 Provinces. These kits are linked to the NCS through a Teacher’s Guide showing the teachers (Grade R – 3) how to use the materials, together with readers and textbooks, to achieve the outcomes stated in the NCS.
  • In January 2006 the schoolbook publishing business of Juta & Company LTD was acquired by NVA and Idem became a business unit of NVA.


  • Established in 1979.
  • First product was a phonics book called “Bad Fat Cat” – still used today
  • Product range gradually developed to build on the concept of “learn through play” and to provide appropriate classroom support material
  • Remained relatively small until product marketing method changed from retail to multilevel marketing marketing 1993
  • In 2007 NVA purchased Smile Education


Idem Advice

4 u 2 Play...


Daily Quotes

“Whatever the cost of our libraries, the price is cheap compared to that of an ignorant nation.”
Walter Cronkite