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Our Mission

Our main goal is to reduce the amount of time that children spend in front of screens. BIGBOXPLAY was created to address increasing concerns over the excessive use of digital devices by children and the adverse impact they have on their learning, development and social skills. Study after study shows that excessive time in front of screens is rewiring children's brains in unknown and often adverse ways. Furthermore, kids’ creativity and time for physical play are both decreasing. As such, BIGBOXPLAY focuses on teaching the life skills children need to succeed in the 21st Century, including creativity, collaboration, communication, and social skills.

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How BIGBOXPLAY Came to Be 

Pete Moffett, the founder of BIGBOXPLAY and grandfather of six, came up with this idea 4 years ago because he was frustrated with the digital and big media toys his grandson kept receiving as gifts. Pete wanted something that would provide a special connection with his grandson.


This concept came to be known as BIGBOXPLAY, a life-sized play system that is the first of its kind. It has been designed with children’s love for playing in cardboard boxes and building imaginary worlds in mind. Made with double-wall corrugated cardboard, our play system comes in a variety of themes as well as adventure guides.

Meet Our Team 

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Jonathan Rubin – CEO

Before retiring at the end of 2013, Jonathan Rubin was a senior executive for more than 20 years at DIRECTV. As senior vice president, he led the investor relations and financial planning organizations for this $30-billion Fortune 100 Company. In addition, by developing and communicating key financial metrics and strategies, he helped drive a 10-fold increase in the DTV stock price.

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Robert P. Moffett – Founder 

To produce several large-scale events, Robert P. Moffett works with Manhattan Beach and Redondo Beach leaders as well as executives from Fortune 500 companies. In the mid-80s, he founded a restaurant in Manhattan Beach that later expanded to four locations in the greater Los Angeles area. Moffett was the first employee and later president of the American Productivity and Quality Center.

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Mike McGalliard – Advisor 

The founding president and executive director of Imagination Foundation, Mike McGalliard leads the Global Cardboard Challenge and inspires kids’ creativity in 60 countries. He also co-founded L.A.’s Promise/Metro Charter.

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