Space for Ideas: the story behind Primo Toys

18 oct. 2017

Beating 1,500 entries to become our Space for Ideas winner, Primo Toys will be launching their first ever pop up at the end of October. But what’s the story behind the idea?

Founded by designer and entrepreneur, Filippo Yacob, Primo Toys was inspired by the birth of his son. The idea was to create a toy that children around the world could use to learn computer programming without screens or literacy. So he created Cubetto, a friendly wooden robot toy powered by touch, allowing children to learn and explore real programming through storytelling and hands-on play.


Whilst being the most crowdfunded edtech invention in Kickstarter history, raising $2.4m from backers in 100+ countries, this will be Primo Toys’ first store in New York. The space will be filled with hands-on coding stations, the colourful Cubetto Playset, and child-sized tables created with Open Desk.

Filippo Yacob commented: "We are excited about being given this extraordinary opportunity. We're here to make an impact, and our goal is to teach computer programming to 1 billion preschoolers by 2020. Since we do this with hardware, we know how important physical space is in accomplishing this mission, so the community can see and touch what we do live. We're thrilled to have been gifted this prize by Appear Here, and look forward to connecting with our NYC community."


The Primo Toys pop up will be appearing for 10 days on Wednesday October 25th to Sunday November 5th at The White Brick Boutique, 9 Christopher Street, West Village, NYC. Pop by and meet Cubetto for yourself, or join one of the workshops or events run by the Primo Toys team for kids and adults a like.

Opening Night

Join us for drinks, nibbles and goodie bags at the opening night of the Primo Toys pop-up store. Primo Toys will be launching a brand new product extension, an exciting invention that allows kids to draw with code and create their first digital masterpieces.

Date: Wednesday 25th October
Time: 6:30 - 8:30pm

The Challenge - Can you code like a 3-Year-old?

You can test your logical thinking skills in a challenge that we set to the tech heads at Google London: “Can You Code Like a 3-Year-Old?”. Can you figure out how to code Cubetto to move from one point on the map to another? We’ll be timing you and the fastest time set by a member of the public will win a Cubetto Playset worth $225! Journalists will get the chance to win a special personalised book for their child! Local community and press welcome!

Dates: Wednesday 25th October - Sunday 5th November
Time: 11am - 6pm
Details: To find out more and to register your interest, click here


Teachers’ Meet-ups

Calling all preschool teachers, primary school teachers, technology implementation specialists, librarians and independent educators focusing on early learning! Come and meet Primo Toys to find out how to bring coding to life in your early years classroom. Cubetto is the wooden robot that teaches coding without a screen. It turns coding into a tangible, age-appropriate experience that reduces screen time, increases engagement, and enhances learning.

Dates & Times:
Thursday 26th October: 7:30 - 9:30pm
Saturday 28th October: 2 - 4pm
Saturday 4th November: 2 - 4pm

Details: To find out more and to register your interest, click here.

Book Signing

Join award-winning author Ann Gadzikowski as she introduces her new book: "Robotics for Young Children." The book uses developmentally appropriate activities to introduce young children to the fast-growing area of robotics.

Date: Sunday 29th October
Time: 1 - 4pm
Details: To find out more and to register your interest, click here.