About MindWare

Our Roots

MindWare is the award-winning creator, manufacturer and distributor of Brainy Toys for Kids of All Ages. Founded in 1990, the company started out with a small retail store in Minneapolis, evolving into a direct-to-consumer catalog and website business, as well as a wholesale business. We deliver our unique collection of brainy toys and games to customers' doorsteps, diverse classrooms, neighborhood toy stores and the world's largest retailers.

The first proprietary MindWare product, Bella's Mystery Deck, debuted in 1997 and is still a best seller. Our diverse product line now includes educational toys, games, brainteasers, creative play activities, building sets, coloring books and more. Over the years, our toys and games have won many prestigious awards from Mensa Select, Good Housekeeping, Parents' Choice and the Spiel des Jahres in Germany.

In 2013, MindWare was acquired by Oriental Trading Company and became a Berkshire Hathaway company. In 2016 the companies launched a Global Cart shopping function, allowing users to access more than 50,000 educational, engaging and entertaining products, and creating a one stop shop for party planning and gift giving.

Our Vision

To make the world smarter through playful learning.

Our Mission

MindWare is passionate about filling the world with fun, high-quality products that foster lifelong learning, growth and success.