CrunchLabs
CrunchLabs is a privately held STEM education company founded in 2022 by former NASA engineer Mark Rober, delivering tiered subscription boxes (Creative Kit, Build Box, Hack Pack) for ages 6-101 that pair physical hands-on engineering builds with video content distributed via YouTube and Netflix.
- Company typePrivate
- Founded2022
- HeadquartersSunnyvale, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What CrunchLabs does
CrunchLabs is a privately held STEM education company founded in 2022 by Mark Rober, a former NASA engineer on the Curiosity Mars Rover, and headquartered in Sunnyvale, California. The company delivers hands-on engineering education through a tiered subscription-box portfolio: Creative Kit for ages 6-10, Build Box for ages 8-13, and Hack Pack for ages 14 and up, with Hack Pack including Arduino-based programmable robots and the year-end chance to win a Platinum Diploma worth up to $80,000 toward college. Each box pairs physical buildable toys with instructional video content hosted by Mark Rober, distributed through the founder's YouTube channel (69.2M subscribers), a dedicated CrunchLabs YouTube channel, Netflix, and TikTok. Supporting products include Camp CrunchLabs (a 12-week virtual summer camp at $329.40 for 12 boxes) and Class CrunchLabs, a free STEM curriculum for grades 3-8 funded by a $7.2M grant and representing approximately $60M of cumulative curriculum investment.
The business model is subscription-led, with auto-renewing annual, quarterly, or monthly billing at $27.45–$79.95 per box depending on tier and cadence; gift certificates ($109.95–$599.95), merch, and free replacement parts supplement core subscription revenue. Distribution is primarily direct-to-consumer via a Shopify storefront on crunchlabs.com, shipping to 40+ countries, with a planned expansion into mass-market retail through a Moose Toys partnership launching summer 2026 across nine CrunchLabs-branded STEM toys priced $14.99–$44.99. Customer segments are horizontal — parents and grandparents of children across three age bands, plus homeschool families and K-8 educators (the latter addressed through Class CrunchLabs and an educator bulk-order program). All reviews on company-controlled properties average 4.8 stars across 4,800+ ratings, and 98% of parents in a 2024 Sunshine study reported positive child-development impact from CrunchLabs STEM toys.
Go-to-market is product-led and community-led, with the founder's YouTube and Netflix presence acting as the primary top-of-funnel acquisition channel at near-zero direct cost. Supporting channels include Instagram, TikTok, creator collaborations (notably Toys and Colors with 76.5M YouTube subscribers), paid Meta/TikTok/Bing campaigns, a referral/affiliate program, and keynote presence at major industry events (NAB Show 2026, NSTA 2026, CES 2026). The company has no disclosed institutional venture capital and operates as a founder-controlled LLC; strategic alliances with Rivian (announced February 2026 for automotive content) and Moose Toys (announced February 2026 for retail distribution) signal a shift from pure DTC toward a multi-channel, content-and-product hybrid business model.
CrunchLabs firmographics
Firmographics- Name
- CrunchLabs
- Legal name
- CrunchLabs LLC
- Website
- https://crunchlabs.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- CrunchLabs is a privately held STEM education company founded in 2022 by former NASA engineer Mark Rober, delivering tiered subscription boxes (Creative Kit, Build Box, Hack Pack) for ages 6-101 that pair physical hands-on engineering builds with video content distributed via YouTube and Netflix.
- Ownership category
- akta.pro rank
CrunchLabs industry classification
Industry- Product category
- STEM Educational Toys & Subscription Boxes
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)
- akta.pro primary industry
- STEM Project-Based Learning (PBL) & Challenge Platforms (EDAFANAI)
- akta.pro secondary industries
- Educational & Hobby Robotics Kits (Consumer) (CRACARAG), Math & STEM Learning Technology (incl. Coding/Robotics Platforms) (EDAJAMAG), Robotics & Engineering Summer Camps / Bootcamps (EDAMADAF)
Keywords
Where CrunchLabs is headquartered
LocationHeadquarters
- HQ city
- Sunnyvale
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
CrunchLabs business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Subscription Boxes (Creative Kit, Build Box, Hack Pack): Monthly or bi-monthly physical subscription boxes containing buildable STEM toys with video content, targeting ages 6-101. Subscriptions auto-renew annually, quarterly, or monthly. The primary revenue driver, offered via CrunchLabs e-commerce (Shopify) with international shipping to 40+ countries.
- Camp CrunchLabs Summer Camp: 12-week virtual summer camp delivering weekly STEM Build Box toys (12 boxes total) with exclusive videos and special challenges. Priced at $329.40 total ($27.45 per box), a more affordable alternative to traditional overnight camps.
- Moose Toys Retail Partnership: CrunchLabs branded STEM toy line developed with Moose Toys, featuring 9 products (e.g., Elephant Toothpaste Blast, Egg Drop Challenge) priced $14.99-$44.99, sold at brick-and-mortar retailers and e-commerce globally. This represents a licensing and hardware sales revenue stream.
- Netflix Content Distribution: CrunchLabs content distributed via Netflix, with Netflix Co-CEO noting a significant increase in consumer product sales during the first week after launching a show on the platform. Revenue generated through increased brand awareness driving subscription box sales.
- Gift Certificates: Digital gift certificates sold for Creative Kit ($109.95-$495.50), Build Box, and Hack Pack, available in various subscription durations, shipped to recipients in 40+ countries.
- Merchandise and Replacement Parts: Merch and extras sold through the CrunchLabs online store, along with replacement parts for subscription box builds.
- Class CrunchLabs (Free Curriculum): Free STEM education program (Class CrunchLabs) funded by a $7.2 million grant, targeting middle school students. This is a philanthropic/grant-funded initiative rather than a commercial revenue stream, representing social impact investment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Creative Kit (Ages 6-10) Annual Pay Monthly |
| Subscription | Annual | Creative Kit (Ages 6-10) Annual Pay Annually |
| Subscription | Pay-as-you-go | Creative Kit (Ages 6-10) Quarterly |
| Subscription | Monthly | Build Box (Ages 8-13) Annual Pay Monthly |
| Subscription | Annual | Build Box (Ages 8-13) Annual Pay Annually |
| Subscription | Pay-as-you-go | Build Box (Ages 8-13) Quarterly |
| Subscription | Multi-year contract | Camp CrunchLabs (12 Weekly Boxes) |
| Subscription | Annual | Hack Pack (Ages 14-101) Annual Pay Annually |
| Subscription | Monthly | Hack Pack (Ages 14-101) Annual Pay Every 2 Months |
| Subscription | Multi-year contract | Hack Pack (Ages 14-101) Semiannual |
| Unit Pricing | Pay-as-you-go | Hack Pack Single Purchase (IR Turret) |
| Unit Pricing | Pay-as-you-go | Moose Toys CrunchLabs Toy Line |
| Subscription | Pay-as-you-go | Gift Certificates - Creative Kit |
| Subscription | Pay-as-you-go | Gift Certificates - Hack Pack |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels12 records
CrunchLabs product offering
Product offeringCore offering
CrunchLabs designs, manufactures, and ships monthly and bi-monthly STEM subscription boxes (Creative Kit, Build Box, Hack Pack) containing hands-on engineering, robotics, and coding toys for children, teens, and adults. Each box pairs physical buildable projects with exclusive video tutorials hosted by founder Mark Rober, a former NASA engineer, and integrates gamified progress tracking, sweepstakes incentives, and QR-code-linked digital content.
Product overview
CrunchLabs is a STEM education company founded by former NASA engineer Mark Rober that offers a three-tier subscription product portfolio: Creative Kit (ages 6-10, fostering creativity), Build Box (ages 8-13, hands-on engineering), and Hack Pack (ages 14+, robotics and coding). The company also operates Camp CrunchLabs (summer camp with weekly deliveries), Class CrunchLabs (free school curriculum), and sells physical toys through a Moose Toys partnership. Content is distributed via YouTube (69.2M subscribers) and Netflix. The product ecosystem centers on hands-on engineering projects combined with video content and sweepstakes incentives (Platinum Ticket, Platinum Diploma).
Differentiator
Problem solved
Functional benefit
Brands
- Build Box: Monthly hands-on engineering subscription box for kids ages 8-13 featuring build-it-yourself toys with accompanying educational videos and STEM principles.
- Hack Pack
- Creative Kit
- Camp CrunchLabs
- Class CrunchLabs
Products and services
- Creative Kit Monthly STEM subscription box for children ages 6-10 focused on fostering creativity through building create-it-yourself toys and animal friends. Delivered monthly with step-by-step instructions, video tutorials, and exclusive Mark Rober content. Includes chance to win Platinum Ticket to visit CrunchLabs HQ.
- Build Box Monthly hands-on engineering subscription box for children ages 8-13 delivering new build-it-yourself toys every month with instructional videos, games, and challenges. Teaches STEM principles including flywheel, ratchet, momentum transfer, linkages, and projectile motion. Includes Platinum Ticket sweepstakes.
- Hack Pack Bi-monthly robotics and coding subscription for ages 14-101 featuring programmable Arduino-based robots such as IR Turret, Sand Garden, Laser Synthesizer, and Domino Robot. Requires Mac, Windows, or Chromebook for coding. Ships to USA, Canada, and EU. Includes Platinum Diploma sweepstakes worth up to $80,000 toward college.
- Camp CrunchLabs 12-week virtual summer camp combining weekly Build Box deliveries with exclusive Saturday videos and special guest appearances. Designed to keep children ages 8-12 engaged throughout summer. Total cost $329.40 ($27.45 per box). Converts to month-to-month after 12 weeks.
- Class CrunchLabs Free STEM education curriculum for middle school students in grades 3-8 across the U.S. Developed over three years with educators and curriculum specialists. Offers lesson plans, experiments, assessments, and teacher resources at no cost to schools.
- CrunchLabs by Mark Rober Toy Line Physical STEM toy line produced in partnership with Moose Toys featuring experiments inspired by Mark Rober's viral YouTube videos including Elephant Toothpaste Blast and Egg Drop Challenge. Nine products priced $14.99-$44.99, targeting children ages 6+. Available at brick-and-mortar and e-commerce retailers nationwide.
Quantifiable outcome
- 98% of parents report positive child development impact from CrunchLabs STEM toys
- +4 more outcomes
Companies that use CrunchLabs
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles3 records
CrunchLabs technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability4 records
Feature5 records
CrunchLabs partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- RiviancoreExclusive automotive partnership announced February 25, 2026, in which YouTube creator and former NASA engineer Mark Rober creates original content showcasing Rivian's electric vehicle technology, autonomy investments, and safety features. The collaboration begins with a live demonstration and conversation between Rivian CEO RJ Scaringe and Mark Rober at SXSW in Austin on March 13, 2026, before expanding to creator-produced videos, social content, live activations, and a nationwide family-focused initiative across Rivian's retail spaces throughout 2026. The partnership supports Rivian's upcoming R2 vehicle launch while inspiring next-generation engineering and automotive leaders. Mark Rober's channels collectively reach 73 million subscribers.
- Salish MatterminorMoose Toys announced a separate partnership with Salish Matter (YouTube creator focused on challenges and teen lifestyle) around the same time as the Mark Rober deal. Salish Matter already holds a Netflix development deal. Moose Toys is serving as co-creative director on a collection inspired by her aesthetic, launching at retail end of 2026. While not a direct CrunchLabs partnership, both deals were announced together and tied to the creator economy ecosystem CrunchLabs operates within.
- Moose ToyscoreMoose Toys partnered with CrunchLabs and Mark Rober to launch CrunchLabs by Mark Rober, a new STEM toy line featuring real science experiences with accompanying video content. Nine products inspired by Rober's viral YouTube experiments (including Elephant Toothpaste Blast and Egg Drop Challenge) priced $14.99-$44.99, available at U.S. retailers and e-commerce sites starting summer 2026. Each toy includes QR codes linking to exclusive video content. The partnership leverages Rober's global reach across YouTube, Netflix, and other platforms to position the line as a potential 'game-changer' in the STEM toy space.
- Toys and ColorsminorMark Rober collaborated with the Toys and Colors YouTube channel (76.5 million subscribers, most-watched U.S.-based YouTube channel in 2024) to create content promoting the CrunchLabs brand. The collaboration featured kids Kaden and Andrea at CrunchLabs HQ for science challenges and an extreme laser maze, supporting CrunchLabs' strategy to use content promotion to drive subscriptions for its build boxes. Toys and Colors' massive audience drives awareness among families with young children.
Scale indicators9 records
Recent moves6 records
Expansion highlights7 records
CrunchLabs competitors and assessment
Company assessmentDirect peers
- KiwiCo: KiwiCo is the most direct competitor to CrunchLabs, offering age-tiered STEM subscription boxes (Kiwico, Tinker Crate, Maker Crate, Eureka Crate) shipped monthly to families. Both compete on the same shelf for parent dollars and use physical builds + instructional content - KiwiCo with broader age coverage and longer operating history.
- MEL Science: MEL Science delivers monthly hands-on chemistry and physics experiment kits for kids, paired with AR-enabled lessons. Overlaps with CrunchLabs' Build Box STEM-principles focus and similar monthly subscription cadence; competing for the same parent demographic seeking screen-free science engagement.
- Thames & Kosmos: Thames & Kosmos produces STEM experiment kits and robotics kits sold via retail and online channels. The Moose Toys x CrunchLabs toy line overlaps with Thames & Kosmos's STEM science kits, competing for similar gift-purchase and parent-education dollars in mass retail.
- Tinkering Labs: Tinkering Labs is a niche subscription service delivering hands-on engineering kits for kids - directly comparable to CrunchLabs' Build Box in terms of physical buildable projects and STEM focus. Operates at smaller scale but targets the same persona.
- Kano Computing: Kano Computing builds programmable computer and coding kits aimed at kids and teens, paralleling CrunchLabs' Hack Pack robotics/coding offering. Both target older kids (10+) and pair physical hardware with coding/programming experiences.
Emerging players
- Sphero: Sphero (which acquired littleBits) produces programmable educational robots and STEAM kits, including for the classroom market. Overlaps with CrunchLabs' Hack Pack on programmable robotics and competes for school budget allocations via Class CrunchLabs.
- littleBits: littleBits (now part of Sphero) provides modular electronics and STEAM kits for kids, paralleling CrunchLabs' Hack Pack electronics/programming focus. Comparable on STEM project-based learning approach with a longer historical presence.
Broad incumbents
- LEGO Education: LEGO Education is the dominant incumbent in K-12 STEM/robotics education (LEGO Mindstorms, Spike Prime, WeDo), with deep school-distribution and parent-recognition moats. CrunchLabs' Hack Pack and Class CrunchLabs position against LEGO's educational robotics, though LEGO lacks creator-led content distribution.
- VEX Robotics: VEX Robotics is the dominant K-12 educational robotics platform and competition ecosystem. As CrunchLabs expands Hack Pack into classrooms, VEX is the entrenched incumbent in school robotics budgets with established teacher training and competition networks.
- National Geographic Kids: National Geographic (via subscription boxes and toy/kit partnerships) competes in the educational STEM space with broader brand recognition. Overlaps with CrunchLabs on parent purchase decisions for screen-free educational enrichment, though without the hands-on build/robotics specialty.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
CrunchLabs social profiles
Digital presenceCrunchLabs financial estimates
Financial estimateRevenue estimate
Valuation estimate
CrunchLabs leadership team
Management profileNumber of profiles
Profiles2 records
CrunchLabs funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CrunchLabs M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CrunchLabs
What does CrunchLabs do?
CrunchLabs designs, manufactures, and ships monthly and bi-monthly STEM subscription boxes (Creative Kit, Build Box, Hack Pack) containing hands-on engineering, robotics, and coding toys for children, teens, and adults. Each box pairs physical buildable projects with exclusive video tutorials hosted by founder Mark Rober, a former NASA engineer, and integrates gamified progress tracking, sweepstakes incentives, and QR-code-linked digital content.
Is CrunchLabs a public or private company?
CrunchLabs is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was CrunchLabs founded?
CrunchLabs was founded in 2022. It employs 101 to 250 people.
Where is CrunchLabs based?
CrunchLabs is headquartered in Sunnyvale, United States, in the North America region.
How does CrunchLabs make money?
Seven revenue lines are on record. Subscription Boxes (Creative Kit, Build Box, Hack Pack) is the primary driver. The others are camp CrunchLabs Summer Camp, moose Toys Retail Partnership, netflix Content Distribution, gift Certificates, merchandise and Replacement Parts and class CrunchLabs (Free Curriculum).
Who are CrunchLabs's main competitors?
Direct peers on record are KiwiCo, MEL Science, Thames & Kosmos, Tinkering Labs and Kano Computing. Emerging players are Sphero and littleBits. Broad incumbents are LEGO Education, VEX Robotics and National Geographic Kids.
Does CrunchLabs have an API?
No public API is recorded for CrunchLabs.
What industry is CrunchLabs in?
CrunchLabs's product category is STEM Educational Toys & Subscription Boxes. Its primary akta.pro industry code is EDAFANAI, STEM Project-Based Learning (PBL) & Challenge Platforms, with a secondary code of CRACARAG, Educational & Hobby Robotics Kits (Consumer). Its SIC code is 3944.