Our Story

Colorific has enjoyed an exciting and successful history over the past 26 years. We pride ourselves on this history and are always excited to share it with everyone. Take a look below at the path that took us to where we are today.


Colorific began as a small division of the Alexander Group in Melbourne, Australia in 1986. The company developed and marketed a unique range of children's craft to the toy and craft industries, and school suppliers.

In 1990, Wayne Brander and Peter Levi acquired Colorific. Each partner had a background in successful retailing, and both were founding directors of Australia's second largest toy buying group, Toy Kingdom.


In the first full year of trading, the business more than trebled. Dramatic growth continued over the years. Colorific became an established name in the toy industry due to innovative marketing, excellent customer service and an increasing product range.

In 1992, Colorific expanded into New Zealand.


Colorific moved into its first purpose-built warehouse/office complex in Springvale in 1996 Sales continued to grow significantly.

In 1999, Colorific featured in a multimillion-dollar TV, press and billboard campaign nationally to promote the Commonwealth Bank.


In 2001, Colorific purchased Glow Zone - the leading marketer of glow in the dark toys in Australia and New Zealand. The range was redeveloped in-house, and relaunched in 2002.

Also in 2001, our first International Business Manager is appointed to grow Colorific's international business.

Wayne Brander retired and Peter Levi gained full ownership of Colorific in 2003.

In 2004, Colorific moved into its second purpose built, modern and exciting headquarters in Clayton!

ScrapAttack was the number one selling Arts & Craft Kit for 2005!

Also in 2005, Colorific appointed its first dedicated Educational Resources Category Manager to grow the school supply business.

Funrise, a top 20 US Toy Marketer in 2005, agreed to take on Colorific as its sole craft range, aiding in broadening the Colorific brand to more and more countries!

Ending 2005 on a high, the Melbourne Business Awards voted Colorific the 2005 Business of the Year!

2006 - 2010

Starting 2006 well, Colorific brought home the ATA Australian Development Award for their new construction product, LUGZ.

May 2006 saw Colorific recognised as the leading supplier in Children's Craft by receiving the First Generation - Family Business of the Year award in Victoria.

A National award is won! The Levi Family accepted the 2006 Australian Family Business of the Year - First Generation, on behalf of Colorific in September at the Family Business Australia Conference.

In February 2010, Colorific acquires Fun N Fashion Australia, a leading distributor of girls' accessories and toys, including the Crystal fairy brand.

In August 2010, Colorific celebrated it's 20th birthday with a huge anniversary event for attended by staff customers, suppliers and media.

2011 - 2014

In 2011 Colorific launched its new and improved website with a a new gift finder, online ordering systems, retailers members only section and clearance store.

At the end of 2012, two new brands were finalised: Suteki and Roomies were launched to the world in early 2013.

Evergreen brands FairyLites and Funky Fun underwent brand refreshes and introduced new products for 2013.

Colorific acquired children's furniture, nursery equipment and play accessories brand Jolly Kidz from Protoys in July 2013.

In 2014 we released our newest craft brand, Bloom Pops - the latest flower fashion creations.

2015 - Beyond

Colorific celebrates its 25th anniversary! Creating fun around the world for many years to come.

Colorific has expanded its international distribution network to almost 50 countries throughout.

Colorific’s product development team begins to improve its technology and capabilities with exciting gadgets such as 3D printing technology, new skillsets and more!

Exciting new developments are continuing through 2017 so stay tuned for more updates!