Rise of the Robots.
TIME Magazine called Cubelets the “Smartest toy blocks ever made.” But as cool as these little robot blocks are, it only took a visit to a big box national toy store to realize they needed help to stand out on the shelf.
Everyone agreed we needed to come up with an entirely new package.
It had to have a premium look to justify the premium price. It needed to build anticipation of the fun that was coming and it had to engage the person opening the box.