10/08/2026
by Victoria Ritter
Learning math – from basic equations to complex formulas – is no longer about memorization, but understanding concepts. Massachusetts-based Didax seeks to help students gain that conceptual understanding while having fun along the way.
Charles Tacey started the company, originally named Philip & Tacey, in the UK in the 1950s based on the principles of Montessori education. He created interlocking cubes to help students comprehend math problems; this invention became the company’s legacy product line of Unifix Cubes.
In 1976, the company came to the U.S. and became Didax. Since then, Didax has become one of the top tier math learning providers in the country.
“Didax has a really long history in providing math manipulatives and resources into the K-12 market,” said Linda Andries, chief revenue officer. “The company has a mission of making math fun and easy to teach. As we’ve evolved over the years, the one thing that has remained completely consistent is that students need opportunities to experience math, not simply told how it works.”
Evolving with the ages
Didax branched out from Unifix Cubes to include other math learning products including Base Ten, Pattern Blocks, manipulatives and skill-based kits. The company also partners with authors and industry leaders to design products such as Math Moments which highlight how math is used in everyday situations.
“So often you hear kids say, ‘Why do I need to learn that? What am I ever going to use that for?’” Andries said. “That’s heartbreaking because math is fundamental to daily life, every job you will ever have.”
Didax’s dealers’ catalog includes more than 300 products geared for students in pre-k through high school. Offerings extend beyond math to language arts and social and emotional learning (SEL). Didax’s literacy category includes CVC Word Building Cards, Sandpaper Letters and a Unifix line. In SEL, a popular item is Adventures in Life Skills, which highlights everyday relationships and builds self-esteem.
“The games are all about discussion,” Andries said. “There are no right or wrong answers. They are a great way to give children opportunities to share ideas, listen to others, problem-solve and explore the many ways they might respond to everyday challenges.”
Products are released monthly, with large releases in the fall. Each new product comes with large investments of research and design behind them. With Didax’s 50th anniversary on September 15, the company will celebrate with dealer events and new product releases, including UniStix.
Andries noted how teaching math has evolved over the decades from memorization to conceptual understanding. Didax has responded by developing products that help students gain an algebraic understanding when they’re young as well as activity guides and resources to help teachers use the products to connect with different learning levels.
“They have to experience the mathematics,” Andries stated. “It needs to be visually ingrained. It needs to be physically felt and adapted for strong conceptual understanding.”
An example is Didax’s geometric stencils which can be used in pre-k through third grade classrooms. Younger students can use the stencils to hone fine motor skills and learn about different shapes. Meanwhile, older students can utilize the tool to learn about patterns and basic geometry.
“When we manufacture something, we’re thinking about the multi-case uses of it,” Andries said.
Didax further sets itself apart in the educational resource market through intentional design, high-quality manufacturing and a commitment to delivering learning resources at prices that respect dealers’ and end customers’ budgets. Materials are sourced across the globe. “We source as responsible as we can, at the best prices across a wide range of different vendors,” Andries explained.
Marketing coordinator Katie Peters appreciates the team’s dedication behind the product lines. “Hearing our director of product management’s passion about the product that she helped bring to market is really inspiring,” Peters said. “It really goes to show how much thought there is behind all of the products we have.”
Connections click into place
Didax prioritizes connecting with the different facets of the educational resource community. Several teachers are on staff, and the company attends education leadership shows where they talk to educators, superintendents and curriculum writers.
On the dealer side, Didax exhibits at ECRM, Toy Fair and map and educational shows. Product demos are available on request, and Didax offers samples, safety documents and a collection of images and videos while its support team is always ready to help. Orders can be drop shipped within 24 to 48 hours from Didax’s New England distribution center.
“We’re committed to customer service and to working with all of our customers – whether it’s teachers, students, parents or dealers – to provide the materials they need to be successful,” Andries stated.
The company’s key to longevity lies in its ability to be flexible. Didax continuously pivots to navigate economic highs and lows and offer the best products for dealers while providing what students and teachers need based on evolving learning standards.
“We’re excited that it’s been 50 years, and we’re excited for the next 50 years,” Peters said.
“The next 50 years are really about thinking what’s the most effective innovated resources we can bring out for active learning,” Andries stated. “I don’t know what classrooms are going to look like in 50 years from now, but students will still need those opportunities for visualization, to discuss, make mistakes and solve them.”
