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I was so confused in that viral video. They wanted to create a non girly product for girls, yet that's exactly what they did. Parents, if you're want an educational toy for your daughter, buy Lego, K'Nex or Mechano, none of those are gender exclusive.
I was all set to buy shit for my daughter. Then I looked at their website and it was like "so… this is kind of like an extremely limited set of Tinker Toys with a questionable narrative attached." They don't have products, they have a product, and my daughter already has Bristle Blocks. …and, for that matter, JPL's stash of Lego Mindstorms left over from the collapse of the robotics championship. But those are probably a little advanced for her at the moment.