What Plus-Plus USA does

Plus-Plus USA, LLC is the US distribution entity for the Plus-Plus construction toy brand, headquartered in Greenville, South Carolina (jurisdiction: South Carolina, USA). The company sells single-shape interlocking building blocks that are manufactured in Denmark, distributed through a direct-to-consumer e-commerce storefront (plusplususa.com), a dedicated B2B wholesale portal (retailer.plus-plus.us) for retailers and educational institutions, and a retail store locator pointing to third-party physical retailers. The legal entity was not founded on a disclosed date, and the company is privately held with no parent company, no disclosed funding rounds, and no M&A history.

The core product is a signature plus-sign (+) shaped piece that snaps together to enable both 2D patterns and 3D structures. Around this core unit, the company has built a multi-line product ecosystem including BIG Blocks (2.5x larger pieces targeted at ages 1-6), HEXEL fidget toys, Puzzle By Number activity kits, Scooops ice cream-shaped pieces, Pet Packets, the Inspired Series, Isoscapes (isometric landscape sets), Classroom Tubs (containing up to 3,600+ pieces), tubes, bundles, and baseplate accessories. Licensed collaborations extend the catalog to include Peanuts characters (Snoopy, Woodstock, Joe Cool, Flying Ace), Highlights Hidden Pictures sticker play scenes, and NFL "Hometown Huddle" sets.

Revenue is generated primarily through hardware unit sales across B2C and B2B channels, with products priced from $4.99 (pet packets) to $179.99 (BIG 400-piece tubs with baseplates). Customer segments span parents and families with children ages 1-12+, educators and schools (STEM, motor-skill development, classroom use), adult "kidult" collectors, and event planners purchasing party favors. The company supports a content ecosystem including a mobile app (iOS/Android), a blog, YouTube, and active social media presence on Facebook, Pinterest, Instagram, and TikTok, supplemented by a loyalty program, an affiliate program, free shipping above $65, and seasonal promotions.

Name

Plus-Plus USA

Legal name

Plus-Plus USA, LLC

Website

https://plusplususa.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Plus-Plus USA, LLC distributes Danish-manufactured single-shape interlocking building blocks in the United States through a DTC e-commerce site and B2B wholesale portal, serving parents, educators, gift buyers, and adult collectors with a multi-line product ecosystem spanning toys, classroom tubs, and licensed IP collaborations.

Ownership category

akta.pro rank

Product category

Educational Toys & Building Blocks

NAICS

Hobby, Toy, and Game Retailers (459120)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Building Sets & Construction Toys Retail (CRALAFAE)

akta.pro secondary industries

Educational/Children’s Learning Games & Puzzles Retail (CRALALAN), Kids Crafts & Educational Craft Kits Retail (CRALACAG), Diorama & Scenery Materials (Terrain, Foliage, Bases) (CRALAKAF)

Keywords

• Educational toys
• Building blocks
• STEM toys
• Construction toys
• Creative play

Headquarters

HQ city

Greenville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Direct Product Sales (B2C): Direct-to-consumer sales of Plus-Plus building blocks, sets, and accessories through the company's e-commerce website. Products are sold in various formats including tubes, tubs, bundles, and activity sets across multiple price points from $5.99 to $179.99.
2. Wholesale/B2B Sales: B2B wholesale distribution through dedicated wholesale portal (retailer.plus-plus.us) serving retail stores and educational institutions.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels11 records

Core offering

Plus-Plus USA designs, distributes, and sells signature plus-sign (+) shaped building blocks and complementary construction toy lines for children ages 1 through adult (Kidults). Core products include original Plus-Plus Blocks, BIG Blocks (2.5x larger for ages 1-6), HEXEL fidget toys, and Puzzle By Number guided activity sets, sold through direct e-commerce and B2B wholesale channels. The portfolio also spans themed collections, licensed collaborations (Peanuts, Highlights, NFL), seasonal items, and classroom tubs sized for educational buyers.

Product overview

Plus-Plus USA is a physical toy building block company offering a unified product ecosystem centered on their signature plus-sign (+) shaped building pieces. The core offering consists of original Plus-Plus Blocks, BIG Blocks (2.5x larger for ages 1-6), HEXEL fidget toys, and Puzzle By Number activity sets. These products are distributed through various packaging formats including Tubes, Large-Piece Tubs for classrooms, and value Bundles, complemented by accessories like Baseplates and travel cases. The portfolio spans themed collections (Dinosaurs, Farm Animals, Food, Mythical Creatures), licensed collaborations (Peanuts, Highlights, Hometown Huddle/NFL), and seasonal items (Christmas, Halloween, Easter). Specialty lines include Inspired (open-ended creation), Isoscapes (isometric builds), Pet Packets, Scooops (ice cream shapes), and Mystery Tubes. Products serve ages 1 year through adult (Kidults) and target both retail/home play and educational classroom use.

Differentiator

Problem solved

Functional benefit

Brands

• BIG: Larger-sized building pieces designed for toddlers and young children (ages 1-6), 2.5x larger than original Plus-Plus pieces.
• HEXEL
• Puzzle By Number
• Scooops
• Pet Packets
• Inspired Series
• Learn to Build
• Isoscapes
• Peanuts Collection
• Mystery Items

Products and services

• Plus-Plus Blocks (Original)
• BIG Blocks
• HEXEL Fidget Toys
• Puzzle By Number
• Large-Piece Tubs (Classroom Tubs)
• Peanuts Licensed Collection
• Highlights Collaboration
• Hometown Huddle (NFL)
• Learn to Build Sets
• Inspired Series
• Isoscapes
• Pet Packets
• Scooops
• Baseplates
• Travel Accessories
• Bundles
• Make-a-Mix
• Party Favors
• Seasonal Collections
• Mystery Tubes

Quantifiable outcome

• Supports early childhood development including fine motor skills, STEM concepts, and creative problem-solving

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• Peanuts Worldwide (Peanuts LLC)coreOEM/ Whitelabel/ Licensing PartnerLicensed partnership to create Peanuts-themed Plus-Plus products featuring Snoopy, Woodstock, Joe Cool, Flying Ace, and Santa Snoopy characters. Includes Puzzle By Number sets and mini builds in 100pc and 275pc formats priced $15.99-$75.99. The collection is marketed as exclusive and suitable for gifting.
• Highlights for ChildrencoreOEM/ Whitelabel/ Licensing PartnerCollaboration with Highlights for Children on Hidden Pictures Puffy Sticker Playscenes and related activity products. Features Easter and Dinosaur themes. Products include sticker scenes and lift-the-flap books combined with Plus-Plus building elements.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• LEGO Group: World's largest building toy manufacturer with the broadest product portfolio in the category. Operates at vastly larger scale than Plus-Plus but competes for the same parent/educator wallet and the same retail shelf space across guided and open-ended building play.
• Mega Construx: Construction toy line from Mattel competing across multiple age ranges with broader portfolio scale; overlaps with Plus-Plus in guided and open-ended building categories and shared retail distribution channels.
• Fat Brain Toys: Specialty toy retailer curating educational and developmental toys including building sets; competes with Plus-Plus for parent gift-buyers seeking curated, award-winning developmental products through a similar specialty retail positioning.
• Melissa & Doug: Educational toy company with broad portfolio in early childhood and creative play categories; competes with Plus-Plus across parent gift, preschool classroom, and developmental toy buyer segments with substantially larger distribution scale.

Direct peers

• Magna-Tiles: Magnetic building tiles directly competing with Plus-Plus in the open-ended creative play and STEM educational toy category, targeting the same parent and preschool/elementary educator segments with similar price points.
• Magformers: Magnetic construction shapes positioned in the same open-ended creative play space as Plus-Plus, competing for STEM/STEAM educational toy placement and gifting occasions at similar price points.
• PicassoTiles: Magnetic tile construction sets competing directly for the same STEM educational toy shelf space, parent gift-giving occasions, and classroom bulk-purchase budgets as Plus-Plus.
• Tegu: Wooden magnetic blocks in the premium educational and creative play category with a similar open-ended construction philosophy; targets comparable parent/educator buyers seeking screen-free developmental toys.
• K'NEX: Rod-and-connector construction toys positioned in the STEM/building category alongside Plus-Plus, targeting similar parent and educator buyers with comparable price points and educational value propositions.
• Toysmith: Specialty toy company offering construction and creative building toys across similar price points and age ranges; competes with Plus-Plus for the same impulse-buy, party favor, and gifting occasions in mass and specialty retail.

Market position

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@PlusPlusUSA
• Facebookfacebook.com/PlusPlusUSA
• Instagraminstagram.com/plusplususa
• Pinterestpinterest.com/plusplususa
• TikToktiktok.com/@plusplususa
• Xx.com/plusplususa

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Plus-Plus USA