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

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

“Begin at the beginningend, and go on till you come to the endbeginning

  • 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.

  • headshot of Valeria Leonardi COO at primo toys

    “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.

  • headshot of Ben Callicott head of product

    "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.

  • official computer chips inside cubetto wooden robot toys for educating children and toddlers

    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.

  • exterior nighttime shot of MoMA Design Store

    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.

The best is yet to come...

Our story is a work in progress.  We’re always looking for great people to join our mission. Come play!

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