Australia’s Brave Toys has acquired full ownership of STEAM-themed subscription box manufacturer My Creative Box (MCB) in order to bolster its stake in the global educational toy market. 

Brave purchased a 50% stake in MCB in June 2024, and the two companies have since launched several collaborations and run joint product showcases at industry events. But with a more comprehensive sale now brokered, MCB’s founder and CEO Leanne Papadopoulos says the nine-year-old activity kit company will leverage Brave’s international supply chain to move its subscription box service into new markets. 

MCB produces a range of themed craft kits targeted at preschoolers, kids and tweens that come packaged with up to six activities related to science, technology, engineering, arts and mathematics. Monthly themes include dinosaurs, underwater adventures, nature and farms, as well as a pair of licensed Disney-branded kits featuring The Lion King and Moana (pictured) that launched in January. The kits are typically part of a subscription, but can also be purchased individually.

Meanwhile, Brave is best known for its Connetix brand of magnetic tiles, which range from simple tile packs to light-up SKUs, ball runs and transport vehicles. 

Connetix and My Creative Box will have a joint presence at Spielwarenmesse and New York Toy Fair and London Toy Fair early next year as they look to form new business partnerships.