Developing new art products and finding unique approaches to marketing, merchandising and packaging them has been Joel’s lifelong passion.

Starting in 1990 under the name of Advanced Material Concepts, Inc. he quickly recognized the demand for better children's paints which led to the development of Colorations Activity Paints. Over the next seven years, Colorations revolutionized the world of children’s art materials, being one of the leading developers and marketers of arts and crafts in the educational, toy, gift and stationary markets. The company and Joel received national recognition and received numerous awards for product development and packaging excellence.

As an active member of ACMI (Arts & Creative Materials Institute) for many years, Joel Goobich was an active participant in many of the guidelines adopted by the organization for product packaging and safety.

In 1998 Colorations Inc. became part of Discount School Supply/Excelligence Learning Corp. The Colorations brand has continued to expand with new products and is now the leading brand used in earlychildhood centers and preschools throughout the country.

The holder of three patents, numerous trademarks and trade secrets, Joel Goobich has been a much sought after and leading innovator in the area of arts and craft materials.

With the growth of online commerce, the time was ripe to launch the i3Color line and provide an avenue for consumers around the world to purchase the new and innovative art products directly from the source.