Primo Toys
Primo Toys designs and distributes Cubetto, a screen-free wooden coding robot and tangible block-based programming system for children aged 3-6, sold through 100+ country distributor networks, Amazon, direct e-commerce, and educational retailers, and serving schools, families, and special-needs programs.
- Company typePrivate
- Founded2013
- HeadquartersBrno, Czechia
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Primo Toys does
Primo Toys designs, manufactures, and distributes Cubetto, a screen-free, tangible block-based coding system targeted at children aged 3-6. The core product combines a wooden robot with a physical interface board and color-coded coding blocks that let children program movement sequences without screens, reading ability, or internet connectivity. The product line spans the Cubetto+ and Cubetto Classic playsets, themed adventure maps (Ancient Egypt, Big City, Blue Ocean, Deep Space), and modular expansions (Logic Pack, Transparent Map, Alphabet/Number Cards, Direction and Logic Blocks), supplemented by educator-facing lesson plans, storybooks in 10+ languages, and a free coding-for-kids ebook.
The company monetizes primarily through one-time hardware sales (playset bundles plus modular accessory add-ons) distributed via a hybrid go-to-market model: direct e-commerce at shop.moravia.education, an Amazon marketplace presence, and a network of 100+ educational distributors and suppliers across more than 100 countries, alongside flagship retail placements at MoMA Design Store and the Young V&A. Customer segments include early childhood education institutions (the primary segment, with claimed use in 20,000+ schools worldwide), parents and families purchasing for home use, and special-needs education programs that leverage the tactile, language-agnostic interface.
Founded in 2013 in London by Filippo Yacob and Matteo Loglio, Primo Toys bootstrapped through two record-breaking Kickstarter campaigns and early venture funding totaling roughly $1.18M disclosed, with support from Highway1, IBIS Capital, NEON Adventures, and Emerge VC. The company was acquired by Czech Republic-based MORAVIA Consulting spol. s r.o. in 2020; the legal entity is headquartered at Olomoucká 83, Brno. Despite a reported team of 1-10 employees, the brand carries significant design credibility, evidenced by the Red Dot "Best of the Best" award (2016), Cannes Gold Lion (2016), BETT Award for Early Years Content (2018), and inclusion in the Young V&A permanent collection (2023).
Primo Toys firmographics
Firmographics- Name
- Primo Toys
- Legal name
- MORAVIA Consulting spol. s r.o.
- Website
- https://primotoys.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Primo Toys designs and distributes Cubetto, a screen-free wooden coding robot and tangible block-based programming system for children aged 3-6, sold through 100+ country distributor networks, Amazon, direct e-commerce, and educational retailers, and serving schools, families, and special-needs programs.
- Ownership category
- akta.pro rank
Primo Toys industry classification
Industry- Product category
- Educational Robotics and Coding Toys
- NAICS
- Doll, Toy, and Game Manufacturing (339930)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)
- akta.pro primary industry
- LEGO / Block-Based Robotics Programs (EDAMADAD)
Keywords
Where Primo Toys is headquartered
LocationHeadquarters
- HQ city
- Brno
- HQ country
- Czechia
- HQ region
- Europe
Offices1 record
Markets served
Primo Toys business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Hardware Sales - Playsets: One-time sale of Cubetto+ and Cubetto playset bundles containing wooden robot, interface board, coding blocks, maps, and instruction booklets. Additional revenue from accessory packs.
- Adventure Packs and Expansion Sets: Sales of themed adventure maps (Ancient Egypt, Big City, Blue Ocean, Deep Space), logic packs, transparent maps, and additional coding blocks to expand gameplay.
- Play Cards and Educational Materials: Sales of alphabet cards, number cards, and themed play card sets for use with transparent maps and learning activities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Cubetto+ Playset - Main product bundle |
| One time/ perpetual license | Pay-as-you-go | Adventure Maps - Themed expansion packs |
| Unit Pricing | Pay-as-you-go | Logic Pack and Additional Blocks |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels5 records
Primo Toys product offering
Product offeringCore offering
Primo Toys designs, manufactures, and sells the Cubetto and Cubetto+ wooden coding robots, a screen-free tangible block-based coding system that teaches programming concepts to children aged 3-6 without requiring reading or screen access. The core product bundle includes a wooden robot, an interface board, and a set of physical coding blocks, supported by themed adventure maps, expansion logic packs, storybooks, and educator lesson plans sold through direct e-commerce, Amazon, and a global distributor network.
Product overview
Primo Toys offers a portfolio of screen-free coding products centered on Cubetto, a wooden robot designed for children aged 3+. The core offering includes Cubetto+ (the evolved version) and Cubetto Classic, which use a tangible block-based coding language to teach programming concepts like algorithms, queues, debugging, and recursion without screens. The product line extends through adventure maps (Ancient Egypt, Big City, Blue Ocean, Deep Space), the Logic Pack for advanced concepts, a Transparent Map with themed flash cards (Alphabet, Number), and supplementary blocks (Direction, Logic). Physical storybooks are available in 10+ languages, while digital content includes free lesson plans for ages 4-6 and a Beginner's Guide to Coding for Kids ebook. The Montessori-inspired system works completely offline and requires no internet connection.
Differentiator
Problem solved
Functional benefit
Brands
- Cubetto: A wooden coding robot designed for children aged 3-6 that teaches coding concepts through screen-free, hands-on play. Uses a tangible block-based programming language.
- Cubetto+
- Cubetto Code & Colour
- Logic Pack
Products and services
- Cubetto+ Playset The flagship screen-free wooden coding robot playset for children aged 3+, with Montessori-inspired interface, 24 coding blocks, World Map, storybook, and USB-C rechargeable battery. Designed for classroom and home use to teach algorithms, queues, debugging, and recursion without screens.
- Cubetto Classic Playset The original wooden coding robot for children aged 3+ using tangible block-based coding language without screens, sold as the Classic Playset and featured in the Young V&A permanent collection.
- Ancient Egypt Adventure Map Themed adventure map taking children on a journey to the Great Pyramids, learning about long-lost civilizations and hieroglyphics through Cubetto play.
- Big City Adventure Map Fast-paced urban adventure through a bustling metropolis with high traffic, skyscrapers, parks, markets, and landmarks for Cubetto play.
- Blue Ocean Adventure Map Submarine voyage below the waves featuring underwater volcanoes, sunken treasures, and icebergs of the North Sea for Cubetto play.
- Deep Space Adventure Map Space adventure to the fringes of the solar system visiting the International Space Station, Mars, and Jupiter for Cubetto play.
- Logic Pack Expansion pack with storybooks and flashcards teaching logical concepts with new friends and adventures, including random and negation blocks.
- Transparent Map Creative map with pockets to insert flashcards with different themes for customizable Cubetto adventures.
- Alphabet Cards Themed cards for the Transparent Map that help children practice reading or writing during Cubetto play.
- Number Cards Themed cards for the Transparent Map that help children practice arithmetic during Cubetto play.
- Logic Blocks Advanced coding blocks including random and negation blocks plus additional function blocks for expanded Cubetto sequencing.
- Direction Blocks Basic coding blocks (forward, backward, left, right) used to motor Cubetto through any adventure.
- Storybooks Collection Physical instruction guides and adventure pack storybooks available in 10+ languages including English, Spanish, French, Chinese, German, Italian, Korean, Japanese, Dutch, and Czech.
- Play Cards 10x10cm illustrated cards with objects, characters, or scenes used for storytelling, memory games, and free play modes, including symbols, numbers, and coordinates for missions.
- Cubetto Code & Colour Modification kit that allows Cubetto to draw by attaching markers to the robot, creating computer graphics and artistic patterns.
Quantifiable outcome
- 20,000+ schools worldwide use Cubetto for early coding education
- +1 more outcomes
Companies that use Primo Toys
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
Primo Toys technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Primo Toys partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core, regional, minor and flagship.
- Moravia Consulting / Moravia EducationcoreMoravia Consulting (parent company based in Brno, Czech Republic) acquired Primo Toys in 2020. Moravia Education serves as a primary US distributor and reseller for Primo Toys products. Filippo Yacob remains as trusted advisor.
- CD-Soft (Australia)regionalAustralian distributor for educational technology products including Cubetto. Stocks and sells Cubetto products to Australian customers and schools.
- Modern Teaching Aids (Australia)regionalMajor Australian educational materials supplier distributing Cubetto to schools and educators across Australia.
- Louise Kool and Galt (Canada)regionalCanadian educational supplier and distributor for Cubetto products in the Canadian market.
- Robotix Education (Canada)regionalCanadian robotics and education technology distributor specializing in STEM products for schools.
- Education Technology Specialists (Australia)regionalAustralian EdTech distributor bringing Cubetto to Australian schools and educational institutions.
- Betzold (Germany)regionalGerman educational materials supplier distributing Cubetto to German schools and educators.
- Heutink Primair Onderwijs (Netherlands)regionalDutch primary education supplier distributing Cubetto to Dutch schools.
- Oxford Educational Supplies (UK)regionalUK educational supplier providing Cubetto to British schools through school procurement channels.
- RobotShop (Canada/Quebec/US/Vermont)regionalGlobal robotics distributor with North American presence carrying Cubetto products in Quebec and Vermont locations.
- COLORI (France)regionalFrench educational distributor specializing in coding and robotics products for French schools.
- Innoteach (Switzerland)regionalSwiss educational technology distributor bringing Cubetto to Swiss schools and educators.
- Lekolar (Sweden)regionalNordic educational materials supplier distributing Cubetto in Swedish market.
- Appear HereminorPop-up retail space provider that partnered with Primo Toys in 2017 to open their first physical pop-up shop in New York City, bringing Cubetto coding adventures to hundreds of families.
- MoMA Design StoreflagshipCubetto 2.0 prototype was featured in MoMA Store window in NYC (2015), and Classic Playset is sold through MoMA Design Stores, providing high-profile retail presence in design-conscious market.
- Young V&A MuseumflagshipCubetto Classic Playset is part of the permanent collection display at Young V&A (formerly V&A Museum of Childhood) in London, showcasing the product as an educational design icon.
- Highway1 AcceleratorcorePrimo Toys participated in Highway1 accelerator program (4-month program) which helped them build the improved Cubetto 2.0. Program provides product development support and industry connections.
- Massimo BanzicoreCEO of Arduino who sits on Primo Toys' board of directors, bringing expertise in open-source hardware and educational technology.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
Primo Toys competitors and assessment
Company assessmentDirect peers
- LEGO Education: LEGO Education's SPIKE, WeDo, and Coding Express lines compete directly with Cubetto for early-childhood coding education budgets in schools. Both offer tangible, screen-free or hybrid coding experiences for ages 3+.
- Matatalab: Matatalab's screen-free coding robot and 'Coding Set' for ages 4-9 closely mirrors Cubetto's tangible block-based coding approach and targets the same preschool/early-elementary education market globally.
- KinderLab Robotics (KIBO): KIBO is a screen-free wooden block-based coding robot for ages 4-7 with very similar positioning to Cubetto—teaching sequencing, loops, and conditional logic through tangible wooden blocks. Most direct head-to-head competitor.
- TTS Group (Bee-Bot): Bee-Bot is a floor robot widely used in UK and EU early-years classrooms for directional sequencing activities. Competes with Cubetto in the same primary-school procurement channels and screen-free coding category.
- Learning Resources (Botley 2.0): Botley 2.0 is a screen-free coding robot targeted at ages 5+ that teaches programming fundamentals via remote control. Competes with Cubetto in the educational toy retail channel and in US classrooms.
Emerging players
- Edison Robot (Microbric): Edison offers screen-free and screen-based coding robots for slightly older children (ages 4-16). Overlaps with Cubetto at the lower end and competes in school STEM procurement.
- Root Robotics (iRobot): Originally an iRobot spinout, Root is a programmable educational robot for K-12 classrooms. Competes in the same school procurement channels but serves a slightly older audience.
Broad incumbents
- Sphero (Indigo): Sphero's early-years-friendly products (Sphero Indi, Sphero Mini) compete with Cubetto in the K-2 coding and STEM education market, though typically with screen-based or hybrid interaction models.
- Fisher-Price (Think & Learn Code-A-Pillar): Fisher-Price's Code-A-Pillar targets the same 3-6 preschool coding segment as Cubetto but as part of Mattel's massive toy portfolio. Backed by significantly larger marketing budgets and mass-retail distribution.
- VTech: VTech's Kidizoom and educational electronics line competes with Cubetto for early-childhood STEM toy dollars, particularly through mass-market retail and parent gift-giving channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Primo Toys social profiles
Digital presencePrimo Toys financial estimates
Financial estimateRevenue estimate
Valuation estimate
Primo Toys leadership team
Management profileNumber of profiles
Profiles5 records
Primo Toys funding detail
Funding detailFunding overview
Funding rounds6 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Primo Toys 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 Primo Toys
What does Primo Toys do?
Primo Toys designs, manufactures, and sells the Cubetto and Cubetto+ wooden coding robots, a screen-free tangible block-based coding system that teaches programming concepts to children aged 3-6 without requiring reading or screen access. The core product bundle includes a wooden robot, an interface board, and a set of physical coding blocks, supported by themed adventure maps, expansion logic packs, storybooks, and educator lesson plans sold through direct e-commerce, Amazon, and a global distributor network.
Is Primo Toys a public or private company?
Primo Toys is a private company. It is classified as corporate owned and is currently operating.
When was Primo Toys founded?
Primo Toys was founded in 2013. It employs 1 to 10 people.
Where is Primo Toys based?
Primo Toys is headquartered in Brno, Czechia, in the Europe region.
How does Primo Toys make money?
Three revenue lines are on record. Hardware Sales - Playsets are the primary driver. The others are adventure Packs and Expansion Sets and play Cards and Educational Materials.
Who are Primo Toys's main competitors?
Direct peers on record are LEGO Education, Matatalab, KinderLab Robotics (KIBO), TTS Group (Bee-Bot) and Learning Resources (Botley 2.0). Emerging players are Edison Robot (Microbric) and Root Robotics (iRobot). Broad incumbents are Sphero (Indigo), Fisher-Price (Think & Learn Code-A-Pillar) and VTech.
Does Primo Toys have an API?
No public API is recorded for Primo Toys.
What industry is Primo Toys in?
Primo Toys's product category is Educational Robotics and Coding Toys. Its primary akta.pro industry code is EDAMADAD, LEGO / Block-Based Robotics Programs. Its NAICS code is 339930 and its SIC code is 3944.