In the last few years, the construction category has become, well, magnetic. Magnetic tiles have become a staple in playrooms and classrooms, and one brand leading the charge is CONNETIX.
Founded in Australia in 2019, Brave Toys’ CONNETIX recently launched a program with Target in the U.S., securing its place at mass retail. We spoke with CONNETIX’s Tom Neville, Vice President of Sales, North America, to learn more about what sets the brand apart.
After decades in the industry, what excites you most about where the toy business is heading right now?
I started my toy career at LEGO, working in construction toys, and now I find myself at CONNETIX in that very same category. It’s a full-circle moment that reinforces something I’ve always believed: the basics never get boring.
Watching the construction category continue to grow proves that simplicity, when done well, is incredibly powerful. It also feels like an exciting new chapter for The Toy Association, with the move to Los Angeles bringing the U.S. toy industry together in one place. There’s a real sense of momentum and connection right now, and it’s energizing to be part of.
There’s often a perception that growth with large national retailers comes at the expense of independents and specialty. Have you found this to be the case?
At CONNETIX, our experience has told a very different story. We entered the U.S. market just under four years ago with specialty retail, and an early partnership with Barnes & Noble helped give the brand a strong foothold.
Last year marked another milestone with the launch of a significant program at Target, and the response from independent retailers has remained overwhelmingly positive, with the national visibility strengthening CONNETIX’s credibility in an increasingly crowded category.
We are thoughtful about how we show up in each channel. Our products, packaging, and pricing are clearly differentiated and designed to complement — not compete — across retail partners. This balance has been key to growing the brand while supporting a range of retailers across the U.S.
How is CONNETIX actively raising the bar in the construction category?
Learning through open-ended play is the key to CONNETIX’s success. Our number one feature is the strength of our magnets. This is foundational to the enjoyment of those who play with CONNETIX. The bevelled construction of the colorful shapes not only gives the tiles added strength but also refracts light that passes through them.
Our newer packs show how the brand is innovating in the construction category. The Portals and PROs incorporate Smart-Spin technology, which allows magnets to align to their maximum polarity, enabling builds in ways the category hasn’t seen before. Plus, we recently released a light-up tile, the first of its kind in magnetic tile play. This is product innovation at its best.
Construction play has traditionally skewed young — why are we now seeing such strong engagement from older kids and even adults?
CONNETIX packs are intentionally designed to be open-ended and appeal beyond a single age group. They’re made for the whole family.
The “kidulting” concept is popular among CONNETIX fans — we even have a hashtag: #adultswhoCONNETIX. A build might begin with a child, but it often draws in parents, siblings, and even grandparents, turning play into a shared experience.
How do more accessible price points help introduce new families to premium construction brands?
Opening price points are an effective way to welcome families into the category, and we currently offer these, with plans for more to come. Interestingly, though, it’s often our higher-priced items — like Ball Runs and larger packs — that perform the strongest. In construction play, we see less price sensitivity than in some other categories, as parents often understand the connection between high-quality products and long-term play.
How can construction toys support teachers in real classroom settings, including homeschoolers?
This really hits home for me. My daughter has taught kindergarten and second grade, and her classrooms have always had magnetic tiles — and yes, they are CONNETIX. They’re used across subjects like math, science, geography, and reading, and they transition easily from group learning to independent practice. CONNETIX also provides support tools that teachers and homeschool families can access on our website [connetixtiles.com], including activities for different ages, abilities, and interests.
With My Creative Box joining the Brave Toys portfolio, how do creative craft and construction complement each other at retail?
Both brands are built around open-ended play. A My Creative Box kit, like CONNETIX, invites creativity without a single outcome. Together, they offer retailers two high-quality brands with complementary play patterns and accessible price points.
Stay on the Pulse of Play!
A version of this feature first appeared in the 2026 edition of The BIG Toy Book. Read the full issue here!
Want The Toy Book delivered straight to your desk? Subscribe today and get seven big issues a year — packed with the stories, trends, and insights that keep you on the #pulseofplay.
