In the fall of 2002, a 10-year-old named Adam Carson received a magnetic building kit called Geomag for his birthday. Enthralled with the toy and eager to expand his collection, he searched online for a larger set. Frustrated with the lack of options, he suggested to his father, a web developer, that they create their own online store selling the specialty toy. The success that followed was unexpected - shipping Geomag sets from their basement in Elkhorn, Nebraska, this unconventional toy store rose to rival major retailers like Toys R Us and Walmart, becoming one of the world's largest online sellers of Geomag. Outgrowing their humble beginnings, the family relocated multiple times before settling into an office, warehouse, and two retail stores that still operate today. The business has grown in other ways too. Beginning with a single online store focused exclusively on magnetic toys, the company now boasts over 7,500 in stock toys, games, and gifts. In 2006, a sister company, Fat Brain Toy Co. began development of their own original line of educational toys.