Two years in, the Toys Down Under collective proves collaboration works, building momentum for Australian brands in the US.
After entering its second year at the LA Toy Preview last September, Toys Down Under has established itself as more than a shared showroom.
What began as a collaborative idea between Australian toy companies has evolved into a proven launchpad for brands entering the US market, built on community and the supportive spirit of the Australian toy industry.
Bringing together CONNETIX and My Creative Box under parent company Brave Toys, BMS Brands and Jellystone Designs, Toys Down Under offers buyers a destination to discover Australian innovation across construction, sensory and creative play, with 2026 set to introduce new innovation and space for two additional brands.
Can you share the Toys Down Under concept and how this came about?
Brea Brand, Brave Toys (CONNETIX / My Creative Box): “Toys Down Under really came from a practical starting point. CONNETIX had secured the El Segundo space, and we quickly realised there was an opportunity to make it something bigger by opening it up to other Australian brands.
There’s a genuine sense of connection and respect within the Australian toy industry, so inviting other brands in felt like a natural next step – not just sharing a space, but sharing ideas, energy and visibility as we took our next steps into the US market together.”
What is the goal for this initiative?
Brea Brand, Brave Toys: “The goal has always been to make entering the US market feel more achievable. It can be complex and overwhelming, especially for brands doing it for the first time, so Toys Down Under creates a supportive environment where brands can learn from one another, connect and grow without navigating it alone.”
Alice, with years of experience supporting Australian toy brands, how did experiencing Toys Down Under in LA compare to what you’ve seen in the past?
Alice Sanderson, Australian Toy Association (Executive Manager): “We were proud to see our Australian members presenting at a standard equal to that of their international counterparts. The LA Fair has become a significant fixture on the Toy Fair calendar, and it was encouraging to see ATA members collaborating within a shared space that was professionally designed and presented to a very high standard. This collective presence clearly demonstrated the quality, innovation and commercial strength of Australian businesses in the global market.”
Toys Down Under brings together brands at different stages and across different categories. How does My Creative Box contribute to the collective?
Brea Brand, Brave Toys: “My Creative Box brings something genuinely different to Toys Down Under. While CONNETIX is known for construction and magnetic play, My Creative Box leans into creativity, hands-on activities and craft.
Since joining Brave Toys, the brand has continued to evolve, and being represented within Toys Down Under has supported its visibility in the US alongside Australian peers. It reinforces that Toys Down Under isn’t limited to one category – it’s about showcasing the breadth and quality of Australian play brands.”
After a second year at the LA Toy Preview, how has Toys Down Under supported your business growth? Has this changed since year one?
Josh Bonello, BMS Brands: “The shared presence, support and credibility have played a meaningful role in accelerating BMS Brands’ confidence establishing a US presence. Compared to year one, 2025 demonstrated a more strategic rhythm, with deeper retailer conversations and a clearer long-term vision for our brands in North America.”
Claire Behrmann, Jellystone Designs: “What’s most valuable is the willingness everyone has to share their experiences from the challenges they’ve faced…and the lessons learned along the way. That level of generosity has helped extend our reach across the US in a way that wouldn’t have been possible on our own.
Beyond the commercial impact, Toys Down Under has created a beautiful, welcoming space – one that genuinely feels like a home away from home.”
2025 was a big year for CONNETIX, with new product launches and major growth in the US. How did that year feel for the brand?
Brea Brand, Brave Toys: “2025 was such an exciting year for us. We launched some very special new packs – Glitter Unicorn and Glitter Castle, Bright Portals, Light Star, and the CONNETIX PRO line for older builders. What I loved most was seeing how quickly our community embraced them.
Expanding into Target in the US was a huge milestone and one we’re incredibly proud of. That moment really reflected how far the brand has come, while still staying true to what we believe in: open-ended play that grows with the child.”
How did Toys Down Under support Good Idea Global’s early US growth, and does its move into a larger space create an opportunity for another Australian brand to join the collective?
James Hunter, Good Idea Global: “Being a part of Toys Down Under has been integral in our growth as a company…not just in the USA but all over the world. It is such a lovely group of people, and we are grateful to Brea and Dave [Brave Toys] for having us.”
Brea Brand, Brave Toys: “Absolutely. Good Idea Global’s growth is a wonderful success story. A brand outgrowing the space says a lot about how well the model works. With two showroom spaces now available, there’s a great opportunity for other Australian toy brands to step into an established, supportive presence in LA – one that’s already shown its value over multiple preview seasons.”
This article originally appeared in Edition 19 of The Toy Universe Magazine
