MAGNA-TILES’ Jenn Ford on what’s next for the microMAGS line

Jenn, for anyone new to the microMAGS Travel Set, how would you pitch it?
Simply put, the microMAGS Travel Set allows kids to experience the joy of MAGNA-TILES play outside of the playroom and classroom: in a car, on a plane, on a train, in a restaurant, at grandma’s house… You name it! The Travel Set leverages our smaller format tile platform – called microMAGS – to provide a complete and satisfying play pattern inside a tidy, functional metal case that kids can build on.

What was the origin story behind this?
The idea for the Travel Set initially surfaced while we were in the middle of developing the broader microMAGS line. We had a hunch that it was a big idea and that these smaller tiles could introduce a whole new way to play within the MAGNA-TILES system. However, consumer feedback is critical to our development process, so we began working with an outside research partner to get these smaller tiles into as many little hands as possible.

Playtesting with real people?
Exactly. Concept testing has its place, but you learn so much more by observing how kids interact with a product and listening intently to their parents’ thought process. What really stood out in this research was the importance of on-the-go play.

Though unprompted, parents across the country kept gravitating to the idea of taking microMAGS out of the playroom: cars, restaurants, airplanes and so forth. The value proposition immediately clicked for them. That gave us the confidence to launch the microMAGS line, including the hero Travel Set, worldwide in the Fall of 2024.

Is that typical of how you approach new product development?
Absolutely. Keeping kids at the centre of our development process while pushing boundaries is key to developing meaningful product for our customer. Observing how kids play, engaging with parents and testing new ideas through research always remains paramount. Also, while it may seem like a limitation at face value, it’s incredibly helpful that our team develops products with strict adherence to the MAGNA-TILES system of play…

That’s because backwards and forwards compatibility is mission critical for us. This is what allows open-ended play to flourish. That old phrase “creativity loves constraints” couldn’t be truer for us! It helps us push the boundaries of what’s possible within magnetic building while still staying true to our brand and our promise to consumers.

Why do you feel the set resonates in the way that it has?
You know you’ve really hit on something when you don’t need to explain a product. The Travel Set speaks for itself while also addressing a very compelling – and often unmet – need for parents: How do you keep your kids entertained when you’re out and about, without relying on a screen?

The reality is that, out of necessity, many parents simply pull out a tablet or phone on that long car ride. However, no one feels good about it! So: what if there was a different option? An option that sparked creativity and made meaningful play come to life? The Travel Set has answered those questions for over a million households around the world to date.

How are you building on the success of the Travel Set?
Soon after launch, we realised that the Travel Set is a new, emerging product platform – not simply a one-off SKU. Visitors to Spielwarenmesse and Toy Fair New York will see what we mean by that. On the heels of a phenomenal 2025 holiday season, we’ll be introducing several line extensions in 2026, meeting the gift-buying needs of families throughout the year – from Valentine’s Day to Easter, Halloween to Christmas. We have an affordable and compelling Travel Set theme to add to any holiday shopping list.

Great! What else can you tell us about what 2026 has in store?
The MAGNA-TILES brand is firing on all cylinders as we close in on our 30th anniversary in 2027. Prior to reaching that milestone, we have a lot of exciting things in store… New products, new partnerships and a new travelling MAGNA-TILES exhibit are all on the horizon.

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