Brea Brand is the CEO and Co-Founder of CONNETIX, the award-winning Australian brand bringing to market high-quality magnetic tiles that inspire learning through play. Driven by a passion for open-ended play and a commitment to quality, Brea is one half of the dynamic duo driving CONNETIX from an idea to an international success story. With extensive experience and a master’s qualification in early childhood education, Brea understands the critical role of play in development, ensuring CONNETIX products are not only fun but also foster essential skills. Her leadership emphasizes innovation, thoughtful design, and building a community of empowered learners. Brea is a sought-after voice on the power of play and entrepreneurship, regularly sharing insights on creating educational toys that resonate with children, parents, educators and allied health professionals around the world.
What inspired CONNETIX to launch charity packs in support of breast cancer and ALS (MND) research?
Brea Brand: This campaign comes from a deeply personal place. Three years ago, I lost my beautiful mum to motor neuron disease (ALS) after an 18-month battle. Watching firsthand how this disease stripped away her independence and quality of life was utterly heartbreaking. It gave me a profound sense of purpose to help fund research that could one day prevent other families from enduring the same pain. Partnering with both FightMND and Australian Breast Cancer Research to help support global research felt like a meaningful way to give back and use the power of play to make a tangible difference.
How does this campaign reflect the core values of CONNETIX as a brand and team?
Brea Brand: At CONNETIX, we’ve always believed that play can be both joyful and purposeful. Our brand is built on creativity, connection, and community and this campaign embodies all three. “Inspired by Play, Connecting for a Cause” is about using what we do best, inspiring boundless creativity through play, to create real impact. It’s a reflection of who we are not just as a company, but as a team of people who care deeply about others and the world around us.
Tell us more about the Pink Pack and Teal Pack: what makes them unique from other CONNETIX sets?
Brea Brand: These two limited-edition packs are truly special in that they combine the unique attributes of our CONNETIX difference along with emblematic design to reflect both of these really important and personal causes. The Bright Pink Pack, created in partnership with Australian Breast Cancer Research, represents hope, community, and strength. The Bright Teal Pack, created with FightMND, stands for awareness, resilience, and unity. Each pack features 20 pieces in bold, all-new colours and unique shapes that let builders create meaningful designs, from pink ribbons to teal towers and everything in between. Beyond being beautiful additions to any collection, they’re symbolic. Every tile represents creativity with purpose.
With 20% of proceeds going directly to charity, what kind of impact do you hope this campaign will have on research funding?
Brea Brand: Our goal is to raise funds that will directly support life-changing research and care initiatives, but beyond this, we hope to spark broader awareness and community involvement. Every purchase helps fund groundbreaking research, but it also starts conversations about these causes among families and friends in homes, classrooms, and playrooms around the world. That ripple effect of awareness and compassion is just as important as the funds themselves.
How did your product design process shift or evolve to create something both beautiful and meaningful for this campaign?
Brea Brand: This campaign was a wonderful challenge in that it pushed us to think a step further beyond aesthetics and STEM play. We wanted the design to tell a story of strength, hope, and unity. Our team carefully developed these new colourways, ensuring they carried both emotional significance and play value. Every decision, from the tone of teal to the vibrancy of pink, was intentional. We wanted children and families to not only enjoy building with these tiles but to feel part of something bigger as they play.
How did your personal experience with ALS (MND) shape the tone and intention of this initiative?
Brea Brand: Losing my mum to MND was life-changing. It taught me how fragile, precious, and interconnected we all are. That experience shaped every element of this campaign, from the compassion behind the messaging to our decision to support FightMND. This campaign is about honouring our loved ones, standing with families affected by these diseases, and using our platform to create hope. The tone and purpose of this initiative is deeply human and empowering to us. It shows us that everyone can make a difference, no matter how small, and that together we can accomplish monumental things.
In what ways do you hope this campaign empowers families to talk about difficult topics like illness, empathy, and giving back?
Brea Brand: Play is such a powerful bridge for communication. Through these charity packs, we hope families can spark conversations about empathy, resilience, and giving back in a way that feels natural and meaningful, particularly as these tough conversations are had with young children. When children learn that their playtime can help others, it builds compassion and awareness from a young age. Through play, these topics can show that even small actions, like playing with magnetic tiles, can make a real difference.
Do you see this charity initiative as the beginning of more purpose-driven projects at CONNETIX?
Brea Brand: Absolutely. “Inspired by Play, Connecting for a Cause is just the beginning. We’re inspired to continue finding ways to align our products and platform with causes that matter. Purpose-driven projects like this are a natural extension of our mission to create meaningful impact through connection and play. This campaign has reinforced that play has incredible power to unite us and inspire us as we attempt to heal and move forward.
How can customers support this initiative and where can they go to learn more?
Brea Brand: Families, educators, and creators can support this initiative simply by purchasing our limited edition Pink or Teal Packs available globally from November 10 while supplies last. We have committed to donating 20% of the proceeds directly to our charity partners. We’re also encouraging everyone to join the movement by sharing their builds and stories using #CONNETIXforacause to help spread awareness and hope. To learn more or purchase a pack, you can visit our website Connetixtiles.com.
