Our Mission

To create objects of lasting importance that enrich the lives of children and articulate and define creative, joyful, and meaningful experiences.


Founded by Fred Fein in 1966 in a woodshop in New York State, Guidecraft was built upon the foundation of smart, beautifully crafted wooden toys for children. In the 1980’s the company was expanded under the ownership and direction of Fred’s son – Jason Fein – to encompass consumer toys and furniture, along with an ever-growing portfolio of toys and furniture for the education market. In the mid 2000’s the company was further enhanced with the mission of providing exclusive toys and furniture to the domestic and international markets, as well as providing private-label supply chain, compliance, and distribution services to a growing roster of international brands in both the consumer and institutional markets.

Our Brands

Our consolidated family of brands create cutting edge, exemplary products specifically designed for international early childhood education environments.

Guidecraft is a leading brand in children's toy s for the early childhood education and consumer markets with a focus on systems-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.

Since 1966, products in the University Furniture Collection have been designed, manufactured and used in schools throughout North America. Now, the system is available globally and in two finishes: North American solid maple and birch plywood. Unparalleled in quality, UFC's products and accessories help teachers design and implement comprehensive, engaging classrooms for preschools and daycares.

Tilo, an award-winning line of trikes created for the preschool and consumer markets, is built to support and encourage adventure. 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.