A Toy With a Past — and a Future

YOX is the next chapter in a story that started more than a decade ago, when our original toy hit the shelves and quickly made waves. Built to spark creativity and empower kids to invent their own worlds, the early version of YOX earned national recognition and a bunch of top toy awards along the way. Now, we’re back — with a fresh name, new designs, and the same mission to inspire curiosity and creativity in kids around the world.

Thanks to visionary investors and a fantastic team, the original company launched in 2012 (as YOXO) and was a hit. Thousands of stores across the United States and Canada carried it, including major retailers such as Target and Barnes & Noble. Things were good, super good in fact, until we lost our biggest customer.

We shut down (with a lot of tears) and moved on with our lives. But the toy refused to die. Years later, parents and grandparents still raved about the toy, and kids just kept building with those links in classrooms, basements, and forts across the country. Our founder, Jeff, decided to give it another shot. His extremely supportive wife, Alisa, said yes — again — and YOX came back to life.

Now, with our new Minnesota-made toys, we are building on everything we learned from the joys, challenges, victories, and defeats of our first launch while staying true to our north star:

YOX exists to remind kids they are born inventors.