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History & Today

Founded 50 years ago in 1966 by Fred Fein in a small woodshop in New York state, Guidecraft was built upon the foundation of smart, beautifully crafted wooden toys for children. The first toys Mr. Fein made were the aptly named, Wedgies™, for their wide bases and narrow tops, and were designed to be used with unit blocks to encourage a child’s social and emotional development.

Today, Guidecraft is one of the leading brands in children’s toys for the early childhood education and consumer markets with a focus on system-based STEM toys. Additionally, Guidecraft has furniture gross motor, social emotional products and brands that combined, create the basis for a unique and robust set of offerings in the US and international early childhood education and consumer markets. Guidecraft is proud continue in Mr. Fein’s tradition of creating smart, progressive toys.


Many of Guidecraft’s design-centric product systems are rooted in geometry and build, through play, an awareness of mathematical principles, giving shape to an important global narrative of early childhood education and embodying today’s focus on building STEM skills in children of all ages. Guidecraft’s premier building toys inherently compliment the ever-increasing focus on STEM skill development. Guidecraft is committed to creating toys that are fun, yet powerful learning tools with multi-disciplinary benefits.

Related Brands

2016 brings exciting new business developments for Guidecraft with three semi-global related brand launches:


Known for their safety, beautiful design and durability, Tilo trikes, scooters, balance bikes and motion stools now provide teachers and educators throughout the world looking to stimulate young children’s gross motor skills. Tilo, an award-winning line of trikes created for the preschool and consumer markets, is built to support and encourage adventure.

University FC

The University Furniture Collection brand brings Guidecraft’s premium preschool furniture lines in solid North American Maple, Birch Plywood and Laminated Plywood to the world. Unparalleled in quality, the entirety of University FC’s product line and accessories help teachers design and create joyful, healthy environments within preschool and daycare classrooms.


Guidecraft is collaborating with the Yale–China Program on Child Development to build the relationship between young children, families and teachers through the creation of social-emotional tools, products and services for early childhood education.  The partnership is called Zigler in honor of Dr. Edward Zigler, the father of Head Start in the US and the founder of the Edward Zigler Center in Child Development and Social Policy at Yale University. Additionally, the Zigler brand brings the American Comprehensive Preschool Play Activities (ACPPA) curriculum to the Chinese early childhood education marketplace. The ACPPA is based on the popular American early education curriculum, Learn Every Day: The Preschool Curriculum and focuses on helping young children learn through play, developing their overall social-emotional, language, cognitive, motor, and everyday independence skills.


We pride ourselves on 50 years of manufacturing quality products that put children and safety first. To fulfill that mission, we design and test our products to meet or exceed international safety standards including ASTM, EN71, Health Canada and AUS/NZ to provide our customers with a safe, durable, and lasting product that will bring years of meaningful and rewarding use and enjoyment. For further information on our compliance programs and systems, please contact us at:

Environmental Certification

Environmental certification of materials is key to the development of responsible supply chain practices. To that end we comply with California Air Resources Board or CARB standards and use FSC certified solid wood and wood-based materials such as MDF and plywood. For further information on our environmental and social compliance programs, please contact us at