Who are we?

URRI is an innovative company founded by Aron, Birna, Katl, Selma and Ölma . The company emerged from a final project at Sund High School. Urri has attracted much attention for its sustainability, originality and reuse of raw materials.

Urri produces dog toys from recycled fishing nets, used tennis balls and Icelandic cod liver oil. By using these materials, Urri is taking a step towards an environmentally friendly future while also delighting dogs with a toy that is delicious and exciting for the long term.

Urri was named Company of the Year 2025 at the JA Young Entrepreneurs Harvest Festival and also received recognition for best sales and marketing work. Now, a bigger opportunity awaits Urra as the company will compete for Iceland in Gen-E 2025 in July, Europe's largest entrepreneurship competition to be held in Athens, Greece.