Playtime with a Purpose: Magnetic Tiles Fund Vital Medical Research
A popular Australian toy company is harnessing the power of play to fight two devastating diseases. Perth-based Connetix, known for its educational magnetic tiles, has launched two special edition packs with a significant charitable mission.
Announced on Monday, November 10, 2025, the initiative features a pink pack supporting the Australian Breast Cancer Research Centre and a teal pack backing FightMND. For every pack sold, 20 per cent of the proceeds will be donated directly to the respective charities, allowing families to contribute to crucial research simply through play.
A Personal Mission Behind the Magnetic Blocks
The drive to support FightMND is deeply personal for Connetix chief executive Brea Brand. Her own mother passed away from Motor Neurone Disease after a swift and brutal 18-month battle. MND is a progressive condition that robs individuals of their limb function, ability to eat, speech, and eventually, their capacity to breathe. With the cause and a cure still unknown, more than 2,700 Australians are currently living with MND.
"It's definitely been something I've wanted to do ever since mum was diagnosed," Ms Brand shared. "We just hope to raise as many funds as we can and hope that another family doesn't have to go through what my mum went through... If we had a cure and we had found this earlier, my mum would still be here so it's really important."
The commitment to breast cancer research is equally heartfelt within the company. An astounding 90 per cent of the Connetix workforce has had a close family member affected by breast cancer, making the partnership with the Australian Breast Cancer Research Centre a vital cause for the team.
Joining Forces with a Prominent MND Advocate
The campaign has garnered support from high-profile advocates in the fight against MND, including Luke Daniher, son of AFL legend Neale Daniher who lives with the disease. Luke emphasised the urgency of the situation, noting that the average life expectancy after an MND diagnosis is just 27 months.
"With the community and the support of many others, and this partnership with Connetix, it's great to have a big army building in this fight against Motor Neurone Disease," Mr Daniher said. "There is an urgency and we need to make an impact so with every dollar raised it goes towards finding that ultimate treatment and cure for MND."
His sons, Ollie, 3, and Cooper, 6, were among the first children to play with the new charity packs. Mr Daniher highlighted the importance of incorporating fun into the serious fight against the disease, stating that it's "great to bring out that creativity and get families involved in the journey."
This initiative transforms a classic educational activity into a powerful tool for change, enabling Australian families to build a better future, one magnetic tile at a time.
