Praised by parents and educators, Clixo is a top-notch magnetic STEM toy that empowers children to uncover their creative confidence as they play and explore. Unlike traditional rigid magnetic tiles, its unique, flexible pieces allow kids to bend, flip, and snap them together to build both 2D patterns and complex 3D creations. I recently had the pleasure of speaking with Assaf Eshet, the founder and CEO of Toyish Labs, the company behind Clixo, to hear all about his background, innovative brand, and more.
Thank you for joining us. You have quite an interesting background. Please tell us about yourself and your experience in the toy industry.
I’m the founder and CEO of Toyish Labs, and the creator of Clixo. My journey in the toy industry spans decades. I started as a passionate product designer with a whimsical, curious approach to functional objects. I was always pushing boundaries through play and experimentation.
I’ve worked on award-winning products with big names like Fisher-Price, TOMY, and Ravensburger, designing everything from classics to new experiences. I’ve also taught design and innovation at universities, mentored students, and spent countless hours observing children at play. That hands-on background taught me that the best toys don’t just entertain; they unlock creativity, confidence, and connection. After years in the industry, I founded Toyish Labs as an innovation studio dedicated to progressive, open-ended play experiences. Clixo emerged from over a thousand prototypes as the embodiment of that vision.
What was the motivation to start your own brand?
I’d been using paper as a prototyping tool in my teaching about design and toys. Paper is flexible, intuitive, and full of possibilities, so I started getting an idea that something was there for an entirely new toy line. Additionally, so many existing play systems felt rigid, instruction-heavy, and preset. They didn’t match the fluid, imaginative way kids actually think and explore. I wanted to create something that blended the magic of origami with the satisfying click of magnets and the freedom of open-ended building. No screens, no batteries, no “one right way.” Just pure discovery. Launching Toyish Labs let me turn that idea into reality and build an ecosystem around joyful, inclusive play.
What makes Clixo stand out from other toy brands?
Unlike rigid blocks or kits with fixed outcomes, Clixo’s paper pieces bend, snap, and connect in endless 2D and 3D ways. It works anywhere, indoors, outdoors, in water, on a table, or in your hands. There’s no wrong way to play, which sparks creativity, STEAM skills, and confidence. It’s inclusive by design: accessible for different ages, abilities, and neurodiverse kids. Parents, teachers, and therapists love how it fosters collaboration, problem-solving, and imagination without barriers. We’ve earned various types of recognition, from being a 6-time TOTY finalist to a Core77 Design Award winner to a TIME Best Invention of 2025. When comparing Clixo to the entire building toy and STEAM toy market, it’s fresh, design-forward, and genuinely transformative.
What are your top products and who is your target market?
Our target market is broad because Clixo is ageless and universal. We find kids aged four and up are best to start playing with Clixo, and our more complicated, themed packs are best for ages six and up. However, Clixo overall captivates older siblings, parents, grandparents, educators, and adults. It shines in homes for free play, classrooms for STEAM, and therapy settings. Pre-K kids build fine motor skills and color recognition. Older kids tackle complex engineering and storytelling. Everyone benefits from the inclusive, screen-free fun.
Our Rainbow Pack was one of our first packs when we launched, and it remains a best-seller due to its size and how much kids can create out of it. In recent years, our themed packs, like the Tropical Birds Pack and the Mars Rovers Pack, have become extremely popular.
Anything else we should know?
Play is powerful. Play builds confidence, connection, and curiosity when it’s truly open and accessible. I’m incredibly proud of how Clixo brings families and communities together, with kids writing us letters about their inventions and teachers using it in mobile STEM labs. Looking ahead, we’re excited to grow globally, partner with more educators and organizations, and keep innovating new ways for Clixo to inspire. If you haven’t tried it yet, I invite you to bend, click, and see where your imagination takes you.
Explore the magic of Clixo and head to https://clixo.com/
