Simple by design, wildly open-ended

ABOUT YOX

YOX® are big, bold, and nearly indestructible links shaped like a Y, an O, and an X. YOX click together with each other and with fun stuff you already have around the house, including TP tubes, paper towel rolls, cardboard boxes, and anything else kids can get their hands on. The goal of YOX is to spark creativity in kids (and grownups!), giving kids tools to be inventors and let their innate creativity run wild. Think less instruction, more imagination.

YOX was invented by some dad in Minnesota.

When Jeff Freeland Nelson was eight years old, his parents gave him a box of tape, string, and wire for his birthday. It was the BEST PRESENT EVER, and Jeff used those raw materials to make all sorts of inventions. He also used them to implode an aquarium, but that’s another story.

A few decades later, Jeff decided to turn this idea into a toy company. Inspired by his own kids and their shared love of raw materials, Jeff set out to solve one problem: how can you connect boxes, tubes, and other fun stuff without using tape? After a few years of tinkering, YOX entered the world. 

Does YOX look familiar? You might remember our original toy company, founded in 2012. Click here for a deeper dive into our history.