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Giorgia Migliaresi

Giorgia Migliaresi

The Primo Story Part 2: Fighting a Giant

early educational toys

This is Part 2 of a series. Read Part 1 of The Primo Toys Story

Our idea was simple, clear, and easy to communicate.

Cubetto allows girls and boys, aged 3 and up, to program a friendly wooden robot using a programming language they can touch, instead of a screen.

When we met in 2013, my co-founder Matteo had designed a block-based coding language that controlled an RC (remote-controlled) car, but it wasn’t a toy yet. The concept was raw, incomplete. But the germ was there.

So we got to work. First we replaced the car with Cubetto, a wooden robot, based on two principles, equally appealing to girls and boys anywhere in the world: 1) A cube, and 2) A smile.

We quickly released a prototype through a successful 2013 Kickstarter campaign, which didn’t raise a lot, but enough to keep us moving and build a community around us.

Iteration after iteration, we improved our hardware. We eventually designed for scale, without losing quality, refining our features and functionality.

In 2016, we eventually released a new and improved Cubetto, through what became the most crowdfunded ed-tech invention in Kickstarter’s history.

We even won a handful of awards, beating Lego for some! Amongst them, a Best of the Best Red Dot Design Award, a Gold Cannes Lion Award. In the photo below, that’s me and my co-founder Valeria (in the centre), collecting our Gold Lion in Cannes in 2016.

Humble Cubetto became a little piece of design history, appreciated the world over, but most interesting of all is what Cubetto accomplished in education.

In my next post I’ll share a few secrets on how Cubetto became a standard in early years STEM programmes across 96 countries and counting.

Cannes Lions awards, Valeria and Filippo accepting for Cubetto by Primo Toys

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Everything your little one needs to begin their coding adventure.

1x Cubetto Robot, 1x Interface Board, 16x Coding Blocks, 1x World Map, 1x Story Book

Cubetto Classic

Cubetto Classic

Screenless coding for girls and boys ages 3 and up. The Cubetto Playset has everything you need to start your coding adventures, straight out of the box.

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