A Little About Us

Brainfuel is the brainchild of Jordan Willing, a teacher and explorer who began with a rock collection. For many years Jordan travelled the world in search of rare and beautiful minerals. In 2008, Jordan founded JMW Sales, a consumer products company that fosters exploration through play, learning and the outdoors. His passion for science and adventure became the inspiration for Discover With Dr. Cool, an award-winning educational toy brand whose mission is to give children the thrill of scientific discovery.

Headquartered in Ashland, OR, we’ve grown from a small educational toys brand into a driving force in the industry. We currently sell over 100 products with wholesale and retail partners in over 60 countries. As an organization, we value compassion, agility and teamwork. With a diverse and talented staff of over 40 people worldwide, we’re continuing our success in creating innovative consumer products that inspire exploration. It’s our sense of discovery that drives what we do here every day.


Awards and Recognition