Talkin’ Toys: Q&A with Blue Marble CEO Jared Wolfson

 Blue Marble, founded by Jordan and Katie Willing, had its roots in Jordan’s childhood love of rock hunting. That thrill of exploration grew into a desire to infuse Indiana Jones-like adventure into high-quality, hands-on science toys, which were lacking in the market at that time. The goal:  to spark genuine curiosity in the natural world, instill a love of learning and empower parents to raise thoughtful, confident children. And since then, we’ve evolved into a fast-growing, multi-category toy company with best-in-class licenses, as well as our own in-house brands.

The name, “Blue Marble” was inspired by the iconic 1972 NASA photograph of Earth taken by the Apollo 17 crew. Since many of our early products were earth science kits featuring natural wonders like geodes and crystals, it was the perfect way to honor the awesomeness of the planet and the origins of the brand. 

We believe National Geographic and NASA are the gold standard for exploration and education. These partnerships provide us with world-class resources, such as National Geographic’s photography library, which allows us to fill our learning guides with real-world imagery that makes the play experiences even more immersive and authentic.

Just as important, these collaborations go beyond product — they’re rooted in shared purpose. We take great pride in knowing that a portion of licensing proceeds from the sale of our National Geographic products goes directly to the National Geographic Society, helping fund nonprofit efforts that support scientific research, conservation, and exploration around the world. It’s a meaningful way for families to feel connected to real discovery, and it reinforces the values at the heart of everything we do.

At Blue Marble, our mission is personal — because we’re also the consumers. Many members of our team are parents, and their kids are often the first to try new concepts and the quickest to tell us what’s working (and what isn’t). That real-time feedback keeps us closely connected to the way children actually play, learn, and stay engaged.

That shared purpose — creating products that are both fun and educational — also helps us attract and retain great people. Over the years, we’ve built a strong community of employees, inventors, and partners who are aligned in the same goal. With many team members at Blue Marble for more than a decade, that continuity has become a key driver of our creativity and momentum. Whether we’re collaborating in our Ashland [Oregon] office, exploring the market for new ideas, or coming together at a family summer picnic, we’ve cultivated a supportive, team-first culture where innovation can happen organically.

In addition to all-new items under our National Geographic line, we are significantly expanding our reach with a new series of National Geographic Kids products specifically for toddlers and preschoolers. This allows us to welcome families into the National Geographic ecosystem earlier, bringing the same spirit of innovation and fun to the early learning segment as we have built into our core line.

We’re also building on the momentum of our award-winning Blockaroo brand with the debut of new building pieces and sets, plus an updated packaging refresh that puts the spotlight on Blockaroo’s signature multi-sensory, tactile play experience.

A major headline for 2026 is our new lineup of Barbie-licensed STEM, STEAM & STEAM Activities toys, launching in partnership with Mattel. Building on our leadership in these categories, the product collection is designed to spark curiosity, boost confidence, and help inspire the next generation of girls to explore science and innovation. Teaming up with an iconic brand like Barbie is a powerful way to bring that mission to life.

Also debuting in 2026 is Little Lovezees, our first interactive pet series. These adorable companions emerge from egg-shaped pods and form a one-of-a-kind bond with their owners. Featuring more than 100 unique interactions — plus a few surprise innovations — Little Lovezees blends tech-driven play with heartfelt connection for an experience that feels truly personal.