While the holiday season approaches, educational toys are in high demand. Some of the most innovative new toys are produced by startups. For many of these toys, they began with an entrepreneur who saw a need to integrate play and learning.

According to the most recent statistics, the United States toy market is worth $21.18 billion. In 2015, the industry surpassed growth expectations, which is especially impressive when compared to the overall retail industry, which grew 0.7 percent less than expected. The toy industry’s prosperity is drawing in entrepreneurs who are enticed by potential for high earnings. Although there are many start-up-developed toys on the market, here are some that have received waves of public support.

Robot Turtles

In 2013, father Dan Shapiro decided to teach his four-year-old twins how to program. Improvising, he created a game using printed pictures from his computer, which led to the creation of Robot Turtles, a board game designed to teach preschoolers how to program. After noticing how much his children enjoyed the game, Shapiro took time away from his job at Google to develop the game full-time.

Robot Turtles utilizes kid-friendly challenges and elements that teach the fundamentals of computer programming while kids play. Children do not even need to be able to read.

After the idea was ready, Shapiro took the idea to Kickstarter, an online community that funds creative ideas. The site connects creators to backers who can provide funds to get a project off the ground. With Robot Turtles, Shapiro set a funding goal of $25,000 so that he could produce his first set of games. Support was incredibly strong, meeting this goal 5 hours after being released. In the funding period of 24 days in September 2013, Robot Turtles managed to draw in 13,765 backers. The most-backed board game in Kickstarter history, Robot Turtles raised a whopping $631,260 in that short period.

By August 2014, Robot Turtles was in every Target store in America. Now, Robot Turtles continues to thrive. An interactive eBook, coloring sheets, and other add-ons were developed to supplement the game.

Roominate

When Alice Brooks and Bettina Chen began their master’s program in engineering at Stanford University, they were two of the few women within their program.

In response to this gender gap, Chen and Brooks partnered up to create Roominate, a building toy designed for girls. Roominate sets include many modular and mechanical pieces that allow girls to explore their interests in design and engineering through play.

Roominate began on Kickstarter in 2012, raising $85,964. The project page highlighted their goal with bold lettering, “We believe that early exposure to STEM through toys will inspire change.”

Later, the product was also featured on Shark Tank, an ABC show where inventors pitch their ideas to successful investors in order to get funding, in September 2014. In the episode, investors Mark Cuban and Lori Greiner decided to partner with the organization.

After a few years with successful growth, Chen and Brooks took back to KickStarter in 2015 to fund development of a new product line for Roominate, “rPower,” featuring new modular wire pieces. This addition makes building and using the circuits easier for children. The Kickstarter campaign was extremely successful, raising over $50,000.

Roominate has grown quickly and is now found in over 5,000 retail locations around the world.

PopUp Play

Home to PopUp Play, Austin is growing as a startup hub in the United States.

Home to PopUp Play, Austin is growing as a start-up hub in the United States.Not surprisingly, innovative Educational Toy start-ups can also be found in Texas. In Austin, married couple Bryan Thomas and Amelia Cosgrove have found a niche in harnessing children’s creativity.

PopUp play utilizes an iPad app to let children design the play fort of their dreams. The company then produces an assemblable fort out of corrugated fiberboard and delivers it in as little as a week. There are also plans to expand the iPad app so it can be used to supplement the play experience once the fort has been assembled. For example, the company is looking to develop a Submarine fort template along with a virtual periscope on the app to search the imaginary seas.

Like Robot Turtles and Roominate, PopUp Play found its start on Kickstarter. During a 32-day period beginning in May 2015, 135 backers provided $25,676 to help make PopUp Play a reality.

But that was just getting started. The team then began working with Capital Factory, a collaborative workspace and Accelerator Austin, Texas. They later also found allies in Techstars, an Austin Accelerator where they participated in a three-month mentorship program.

Since then, they have received waves of recognition, including being named one of the top 50 Best New Apps for Kids by Apple in 2015 and an American Airlines Innovator in June 2016. The company also won the top prize in its category in the South by Southwest Accelerator Competition in March 2016. This demonstrates that there is large potential for success. PopUp Play is also supported by high-profile investors, including Capital Factory, Silverton Partners, Floodgate, and Techstars.

Supporting Startups for the Holidays

Entrepreneurs tend to be passionate about their products and creative in how they make them a reality. Parents who are hoping to find fun, educational toys for their children can look to startups to find some of the most creative, innovative products on the market.

An Outlet for Owlets: New Opportunities for Entrepreneurship and Innovation at Rice

On November 15, the Princeton Review ranked Rice University’s Jones Graduate School of Business third in the top graduate programs for entrepreneurship. For the past eight years, the Jones School’s entrepreneurship program has ranked in the top 10 in the nation. In addition to the Jones School’s ongoing success, several programs focus on undergraduate entrepreneurship and innovation. Recently launched programs promote entrepreneurship through student-led efforts and university-sponsored initiatives.

Consolidating student-led efforts

At the end of Spring 2016, two undergraduate entrepreneurship clubs, Rice Launch (led by Ben Herndon-Miller and Jake Nyquist) and Rice Conversations (led by Iris Huang and Doria Du), merged to form the Rice Entrepreneurship Club. The new club organizes a variety of events, including casual lunch conversations with entrepreneurs, pitch practices and mentor workshops.

Working closely with the Rice Alliance for Technology and Entrepreneurship and the Rice Entrepreneurship Initiative, the club shares opportunities and resources to encourage greater student collaboration. “I think the merge empowered the student leaders from both clubs to better serve student entrepreneurs at Rice,” said Iris Huang ’17, President of the Entrepreneurship Club. “With the substantial pool of combined resources, we are now able to put on more diverse programs and make a larger impact on the student population.”

Developing university-wide programs

In March 2016, Rice alumnus Frank Liu and his family gave $16.5 million to establish the Liu Idea Lab for Innovation and Entrepreneurship (Lilie). Headed by Dr. Yael Hochberg and Dr. Abby Larson, Lilie gives students access to the expertise and experiences that will help them launch their own enterprises. Beginning next spring, courses offered through Lilie will encourage students to solve real-world problems while working with faculty and entrepreneurs. The Lilie New Entrepreneurs Grant will help incoming freshmen, starting with the Class of 2020, to fund their business ventures. Before matriculating, freshmen can apply for the $10,000 grant that funds the most creative and compelling business ideas.

Learning from entrepreneurs

Students listen to Rice alumni Scott Novich and Evan Dougal from Neosensory.

Through casual conversations and more formal lectures, the Entrepreneurship Club and Lilie have emphasized directly connecting students with entrepreneurs.

On September 15, the club hosted NeoSensory, a startup co-founded by Scott Novich (Rice PhD ‘16). NeoSensory mathematically maps data streams with temporal characteristics to develop a vest that helps the deaf experience sound through touch. More than 70 attendees learned about the product development timeline, the investment process and university intellectual property licensing through the perspective of a startup.

More recently, on October 19, the Rice Entrepreneurship Club hosted a conversation with Shaan Puri from Monkey Inferno, a San Francisco incubator that turns Internet project ideas into successful businesses. Monkey Inferno sold Bebo to AOL for $850 million in 2008 and currently uses that money to fund new projects. Puri shared his perspectives on forming teams and overcoming conflict and disappointment. Additionally, he advised students to become “learning machines,” always looking to learn more and improve. To achieve momentum, Puri encouraged aspiring entrepreneurs to dedicate time each day to their business idea.

Shaan Puri from Monkey Inferno Skypes in from the Silicon Valley to speak with Rice undergraduates.

As part of the Lilie Lecture Series, Dr. Larson hosted an event with Samantha Snabes on October 26. Snabes served as the Entrepreneur-in-Residence and Strategist at NASA and founded re:3D, which makes 3D printing more accessible and scalable. During the lecture, Snabes spoke about taking big risks and establishing strong relationships with peers and mentors. When asked about the differences between the startup cultures of the Silicon Valley and cities in Texas, Snabes noted the benefits of being located in Texas while Austin, Dallas and Houston are growing as centers of startup activity.

Dr. Larson explains, “The Lectures bring together expertise and energies from across Rice and Houston. Each Lecture features the insights of an established entrepreneur or innovator on a question of interest to people working across a range of fields. The Lectures provide an opportunity for the exchange of questions and ideas between people who are innovating in many different contexts, and as such, often lead to new and shared insights.”

Engaging undergraduates in entrepreneurial activity

November 4-6, Rice and University of Houston students used this advice to develop technology ventures at 3 Day Startup. During the event, 45 students worked together in 9 teams at TMCx. Prototypes included an Airbnb-style app that connects travelers with locals for authentic meal experiences, a frictionless rental service for household tools and a marketplace where artists can cater to consumers’ requests for original artwork.

Maintaining momentum

The increased focus on entrepreneurship and innovation on campus is promising. This spark will attract more entrepreneurial talent and advance Rice University’s reputation as a hub for innovation.