We’re builders, designers, and dreamers. This is our story

A long time ago in a maker space far far away... an idea came to life. Filippo and Matteo start Primo Toys.

9 months later, the first Primo baby is born. It’s Alex! Filippo’s son! All 3.66Kg of him!

On that very same day, our first Kickstarter campaign launches. 651 backers gather to give Cubetto a heart.

“Hi, i’m Valeria! I think i can help!” She did, and she never left. And then there were three.

Build. Test. Repeat. Product development begins. Lots and lots of it.

"Hi, I'm Ben! I make toys. I'll help you make yours!" He did, and he never left. Three became four.

Bringing product to market isn't easy, but a lot easier when a lot of friends help you.

Our studio becomes a factory. We hand build 800 Cubetto units. We call it "The Big Build"

By plane, train and automobile, Cubetto units start shipping. All over the world, our little cubes find new homes.

A Cubetto 2.0 prototype proudly smiles at us through the MoMA Store window in NYC.

Time to move out of the garage. We join Highway1 on a 4 month quest to build a new improved Cubetto.

Thousands of bace result? Cubetto 2.0 the most crowdfunded ed-tech invention in history.

Scooping up some shiny awards along the way. This one is a "Best of Best" of the Red Dot variety. We're here!

From the BBC to Forbes to Time. Press the world over rolled up to meet our little wooden wonder.

Two became five, and five became many. Our human component? Our greatest achievement. The best toy company in the world.

Cubetto rolls full steam ahead over the pond!
The first Primo Toys pop up shop was opened in New York in partnership with Appear Here bringing his coding adventures in the hands of hundreds of little programmers and their grown-ups.

Years of teacher tips, classroom trials, and Cubetto magic paid off — we won the prestigious BETT Award for Early Years Content!

Cubetto’s new chapter!
People come and go, but great coding opportunities are here to stay. Moravia takes Primo Toys under their wing. With Filippo, his creator, as trusted advisor and Giorgia, our Head of Education, still at the helm Cubetto rolls into a new chapter of this incredible adventure.

Cubetto is in great company!
Our Classic Playset is added to the permanent display at the newly refurbished Young V&A, London first museum for Children.