WORLD OF PURE IMAGINATION Christopher Tidwell ’85 could


In his toy factory, Tidwell is the heir of an innovative toy brand that inspires children to explore, build and create under the hidden guise of education.


Magformers is a mix of LEGO, Transformers and super-powered magnets. Te toy line features colorful and magnetic geometric shapes and accessories that allow kids to build everything from houses to castles to dogs to dinosaurs. Other building sets incorporate moving pieces to design fire trucks, rally karts or even cool alien vehicles. Light, motion and sound sensors add a different level to the magnetic creations.


Te possibilities are endless for imaginative learning; that’s made Magformers a golden ticket for consumers seeking educational toys.


“In 2012, our company had one brand and 14 items. We now have seven brands and over 600 items. We are nearing the top 100 toy company rankings in North America,” said Tidwell, Magformers’ CEO. “I believe over the next 10 years this brand should become a top 10 toy company.”


One reason Magformers is a standout is because of the brand’s interest in developing future creators and scientists. Te toy designs – including Clicformers and Tileblox – have a heavy emphasis


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noted have taken a backseat with the advent of online shopping.


be considered the Willy Wonka of the toy world.


on science, technology, engineering and math (STEM). Magformers’ ingenuity has garnered it a number of accolades, including Creative Child Magazine’s 2017 “Top Toy of the Year.”


Tidwell, who studied communications at Winthrop, believes that problem solving and critical thinking skills should be developed in childhood in order to curtail the shortage of qualified college graduates entering STEM fields. “So for us, we’re all about critical thinking, spatial planning… we really make the kid think,” he said. “Play can be fun, but play should also be educational.”


To further its research, Magformers is developing K-12 education curriculum. On the higher education front, the company is enlisting the expertise of professors and educators from top universities.


Tidwell said the toy industry has changed drastically since the 1980s when he graduated from Winthrop and first began working with LEGO. “I spent nearly 12 years helping build the LEGO company. It was an amazing journey of learning to sell products for the right reasons,” he said.


Among the right reasons, Tidwell said, were product quality and safety, which he


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“While we as U.S. consumers think we’re getting this great value by shopping online, we really have to be educated consumers and realize that the stuff that we order online isn’t always the stuff that we think we’re going to get.”


Tidwell has done interviews with the Wall Street Journal and CNN regarding concerns in the industry over such things as counterfeits and tariffs. Industry insiders believe in Tidwell’s leadership to navigate such challenges, citing him as an inspiration and creative leader.


“He is well respected in our industry, a road warrior and sales genius with a genuine passion for Magformers,” said Mary Couzin, founder and president of Chicago Toy & Game Group.


Michigan-based Magformers is available via retailers such as Kohl’s, Target, Amazon and at www.magformers.com.


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