The promise of construction toys isn't in the picture on the front of each box: it's the dream that children's imagination will pass beyond the box.  Indeed, many approaches to children's learning emphasize minimalistic toys which aren't proscriptive in how they should be used.  Meanwhile, branded construction toys retain proprietary connections, preferring to encourage consumers to purchase more of their products.

We're taking a different approach, seeking to break down the boundaries between toy sets, the physical world, and the imagination.