Family-founded, family-run, 100% focused on raising creative kids.

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.

Family-Run 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, and his wife, Alisa, jumped on board to tell the world about YOX . Eventually, their two kids joined the company as the founding members of the YOX Squad, a group of teenagers who work at the shop assembling kits and who act as ambassadors at YOX events. 

Made in the U.S.A.

We searched worldwide for the right manufacturing partner that cares as much about quality and human-centered values as we do. Turns out, we lucked out in our own backyard! We’re thrilled to work with 2nd and 3rd-generation owned Steinwall, right here in Minnesota. We were even more impressed to learn that Steinwall is one of the largest woman-owned businesses in Minnesota. 👏🏽

YOX is family-founded, family-run, and 100% focused on raising creative kids.

Our History

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