Mention Rube Goldberg to almost anyone and you’re likely to be met with a smile and probably a story about how they loved learning about the Pulitzer Prize-winning cartoonist best known for his complicated, zany invention cartoons.
Now, Rube Goldberg, Inc. (RGI) is making STEM fun on an expanded scale. In a partnership with Spin Master Corp., RGI is offering toys in an exclusive deal with Target. We had to get the story, so we talked to Todd Anderson, toy designer and brand manager at Spin Master and Jennifer George, RGI legacy director and Rube Goldberg’s granddaughter.
How are Rube Goldberg activity sets unique?
Todd Anderson (TA): We approached this with the aspects of humor and motion in mind. There’s always a task to complete, always in a humorous and complex way. Our toys have real personality and humor as opposed to just the linear aspect of other building kits.
Jennifer George (JG): We also approached the design so that there would actually be trial and error figured into the build; otherwise there is no learning curve. In that sense, the experience is more like that of a real engineer.
TA: When I talked to NPD (National Panel Diary), they classify a STEM toy “as one that possesses a variable that when changed produces a different outcome.” In our kits, changing one variable can produce many different outcomes.
JG: This humorous and whimsical approach to understanding STEM makes the Rube Goldberg play sets unique. Our mission was to get children to tinker, experiment, test and to actively engage them to problem solve. Trial and error untimely gets you to your end goal and success.
Our kits are not the easiest to build and that’s a good thing. You learn more when you fail than when you succeed.
What motivated RGI to move into the toy industry?
JG: Actually, Rube Goldberg has been in the toy industry since the 1960s, just without his name attached. Mousetrap, which is based on my grandfather’s cartoons, has sold almost 70 million units since its arrival on the market. There were also hobby kits and puzzles when my grandfather was alive. But when Target approached us to create a STEM-friendly toy, we jumped at the chance.
Tell us about how you tested the toys with real kids before you began marketing them. What did you learn from that process?
TA: We had access to panels and focus groups of kids; some of these were tested with kids of employees of Spin Master as take-home prototypes. This was very intentional testing. We found that these builds were not as simple as a typical construction or science kit and really require active thinking to get the sets to work and we embraced the difference. Our kits are not the easiest to build and that’s a good thing. You learn more when you fail than when you succeed. Every step is a task to complete, and this remains true to the spirit of all Rube Goldberg inventions.
JG: And if you get stuck, we launched a series of “How-to” videos on YouTube to support the consumer and make the overall experience as positive as possible.
TA: In one of our focus groups, a parent was quoted as saying “To my surprise, my son became quickly determined to do the project himself. He worked through the challenging phase and could really celebrate in the success.” This was great to see active engagement like that in our toys.
Which set is your favorite, and why?
JG: The Acrobat Challenge! It was the first one designed and the first prototype that I could have in my hands and build myself. But I’m also a big fan of the Speeding Car Challenge because it’s very satisfying when the car moves – and the chicken makes me smile.
TA: I also love the Speeding Car because of the finale. When the car zooms off, it’s a great sense of accomplishment.