A trusted part of childhood for over 55 years.

A child's experience is at
the heart

Guidecraft products are inspired by nature, art, and constructivism. That guidance makes it possible to create unique products that enrich the lives of children and articulate and define creative, joyful, and meaningful experiences.

Our core values

Globe sketch

Safety

Details like rounded edges, anti-tip feet, pinch-free hinges and secure wall brackets mean that we can guarantee your child’s safety.

White, upward-pointing arrow with a black accent, set against a transparent background for versatile design use.

Quality

By prioritizing quality and longevity, we ensure that our products will last generations and not end up in a landfill.

A minimalist white outline drawing of an illuminated light bulb, featuring clean lines that suggest its glowing.

Innovation

We strive to be trend setters in our industry, incorporating unique designs and materials into our products.

Rooted in Theory

Our designers collaborate with world-renowned educators, authors, parents and industry experts to create thoughtful products that encourage children to think creatively, problem-solve, and develop their own voices.

Guidecraft and Kaplan Early Learning Company collaborator Lauren Magee is a designer and expert in early childhood environments.

Lauren Magee

Lauren Magee is the design principal at LK Magee Architecture + Design. Her years of professional experience as an executive level architect, her role as an associate professor of architecture at Drexe..

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Guidecraft and Kaplan Early Learning Company collaborator Sandra Duncan is an author, educator and early childhood expert.

Sandra Duncan EdD

With almost 50 years of experience in the early care and education field, Dr. Sandra Duncan has extensive experiences in publishing curricula and teacher resources, playing with young...

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Guidecraft and Kaplan Early Learning Company collaborator Allie Bishop Pasquier focuses on child-centered experiences.

Allie Bishop Pasquier

Allie Bishop Pasquier is an Early Childhood Educator and the founder of Play Lab. Her work focuses on helping caregivers create, offer, and maintain playful, child-centered experiences with...

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Tested, trusted and 100% safe

We pride ourselves on manufacturing products that put children’s safety above all else. To fulfill that mission, we design and test our products to meet or exceed international safety standards.

1966

Wooden figurines of people in various uniforms and outfits stand in a row on a textured wooden surface, showcasing unique craftsmanship and character.

Then

In 1966, Guidecraft’s founder Fred Fein started making wooden toys for children out of his workshop in New York, turning his woodworking hobby into a business.

2025

Glass jars with wooden lids hold orchids and flowers, while a hand arranges vibrant blooms on a rustic wooden table.

Now

We are a global company with an ever-growing portfolio of learning furniture and educational toys for the classroom and home.

Partners in the industry

Kaplan Early Learning Company logo appears in gray text on a white background, reflecting their commitment to education.
The Wayfair logo features a modern, flower-like icon to the left of the word wayfair in lowercase letters, reflecting a fresh design.
Amazon logo featuring black text and a yellow arrow curving from the a to the z, symbolizing the variety of products available.
A circular logo featuring Martha Stewart and a prominent M in the center set against a dark background.
A black bullseye symbol sits above the word target in lowercase letters, creating a bold and recognizable Target logo.
New Shoots text logo featuring small plant icons nestled inside each letter o, creating a fresh, organic look.
Black and white logo featuring an open book icon and the word FINDEL in bold, classic lettering.
A black geometric W logo sits above the word wesco in lowercase black letters, all set against a white background.
School Specialty logo featuring an abstract human figure alongside the text School Specialty, reflecting educational excellence.
Black and white Ludens logo featuring bold, slanted text with dynamic diagonal lines above and below.
World Forum Foundation logo featuring colorful stacked square blocks on the left and text on the right.
A minimalist black and white house icon sits above the word MAISONETTE in bold uppercase letters, creating an elegant modern logo.