The sea urchin morula to blastula transition has long been thought to require oriented cell divisions and blastomere adherence to the enveloping hyaline layer. In a computer simulation model, cell divisions constrained by a surface plane division rule are adequate to effect morphological transition. The hyaline membrane acts as an enhancer but is not essential. The model is consistent with the orientation of micromere divisions and the open blastulae of direct developing species. The surface plane division rule precedes overt epithelization of surface cells and acts to organize the developing epithelium. It is a universal feature of early metazoan development and simulations of non-echinoid cleavage patterns support its role throughout Metazoa. The surface plane division rule requires only local cues and cells need not reference global positional information or embryonic axes.