Well, this is a Plus-Plus. Toy company Plus-Plus — a Denmark-native toy company with its head office + warehouse in Greenville — is now offering tours. The toy company won 2025's Toy of the Year from The Toy Foundation. Specifically, the Hexel toy from Plus-Plus USA won in the "specialty toy" category. We got to tour the Greenville facility and chat with Ryan Hamilton, CEO of Plus-Plus USA.

What exactly is Plus-Plus?

Although Plus-Plus was in the same category as LEGO for the toy awards, Hamilton says it's "more like Play-Doh than LEGO." The toy — somewhat shaped like a puzzle piece — can be used for 2D or 3D creations. You can purchase pieces by the tube that come with instructions for specific designs, or you can place a custom order and let your imagination run wild.

Where can I find Plus-Plus?

You can shop online, find the toy at local stores like M. Judson Booksellers, or buy them on Amazon. There's a store locator so you can find Plus-Plus near you.

Let's talk about Hexel

We asked Ryan about the name of the award-winning toy and he told us, "We needed a name that works all over the world. Hexel is an easy name to say, spell, and pronounce." Hexel is primarily considered a "fidget toy," making it perfect for ages 3-100.

Why Greenville?

When asked why Plus-Plus chose Greenville for its headquarters, Hamilton told us, "I was born and raised here. I'm a proud Hillcrest high grad." He said it also made logistical sense with the port in Charleston.

Take a tour

Want to take a peek behind the Plus Plus curtain? Send an email to book a tour.