Brand Profile
Connetix
Vital connections Australian construction specialist Connetix is entering 2024 off the back of a very strong 12 months, which witnessed multiple consumer awards, significant team growth and an expanding global sales structure. Rachael Simpson-Jones caught up with CEO Brea Brand about how Connetix is building on its current portfolio and how its appearance on the Q1 trade show circuit will boost brand awareness.
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ince launching in June 2019, right before the Covid-19 pandemic, Connetix has enjoyed remarkable success, becoming one of the industry’s most dynamic and fastest growing young companies. Speaking to me from her home in Perth, Australia, CEO Brea Brand is clearly delighted with the progress her company has made since its earliest days. From 15 in 2022, the team has now more than doubled to 45 members, most of which are based in Australia, with some stationed outside the country. In the UK, Glenn Harrison heads up the team as International Sales manager while Steve Cox serves as sales manager. Kaylee Smith is the latest member to join the construction specialist’s team, onboarding as internal eCommerce manager. Her remit, Brea says, is to ensure the Connetix brand values are always retained. There are also several team members in the UK and EU whose job it is to assist with retailer and customer support. In addition to this behind-the-scenes growth, Brea is thrilled that Connetix’s range of uniquely beveled magnetic tiles took home a number of UK consumer awards last year, further filling a trophy cabinet that already contained several from 2022. The Connetix 120 Piece Pastel Creative Pack was the big winner, netting a raft of nods from top toy testers: a Made For Mums 2023 Toy Awards Editors’ Choice award, a Dad’s Choice
award and three Loved by Parents Awards (Silver in Best Educational Toy, Gold in Best Pre-School Toy and Platinum in Best Construction Toy). Across the rest of the range, the 50 Piece Rainbow Transport Pack and 212 Piece Rainbow Mega Pack were both honoured with 2023 Creative Play Awards. Connetix also took home three Toy Shop UK – Independent Toy Awards: the Transport Pack won gold in the Special Needs category, along with silver for the 48 Piece Pastel Shape Expansion Pack in the STEAM category and bronze in the Educational category with the 64 Piece Pastel Starter Pack. For Brea and her team, these accolades reaffirm everything that makes Connetix Tiles special and serve as a stamp of approval from both the wider toy industry and UK consumers. Many Connetix team members possess qualifications such as master’s degrees in teaching or childhood development, while Brea herself is a master’squalified early childhood educator and experienced upper primary school teacher and entrepreneur. Co-founder Dave Alexander has a strong background in engineering and finance. Like their consumers, the business duo are also both parents to growing kids. Combined, the team brings a huge amount of knowledge and passion to the design table and creates toys that fuel open-ended, explorative play in a range of settings.
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“As well as consumers’ homes and playrooms, Connetix is present in educational establishments across the globe,” Brea explains. “As a company, we’re passionate about getting our products into the hands of children everywhere, so we engage with nurseries, pre-schools and primary schools to place Connetix sets right at the junction where play and learning meet. As experts in how children absorb information from the world around them and transform it into developmental benefits that set them up for life, we truly believe our products belong everywhere kids are.” Connetix’s product portfolio continues to grow, with its safe and sturdy magnetic tiles available in an everexpanding variety of shapes, colours and sizes. Made from non-toxic, ABS plastic, free from BPA, lead and phthalates, Connetix Tiles are internationally safety rated and manufactured with ultrasonic welding and metal rivets to make magnetic tile play safer for little hands. The unique bevel design provides added durability and clearer refractions. At the time Brea and I spoke, the company’s new launches for 2024 were still under wraps; Brea tells me that one of the biggest challenges the company has faced is the number of manufacturers imitating new Connetix releases. Because of that, the company is careful not to reveal too much, too soon. Connetix is also looking into diversifying its manufacturing processes, exploring new
