I am a parent.<p>When I buy toys I want to be reassured that the manufacturers know about, and understand, the various safety regulations that exist for toys, and that their toy complies with the regulations. Often a small scale design agency will design a toy, and it will look lovely and be fun to use, but will not be compliant with EU safety standards.<p>When a toy manufacturer claims a toy has educational benefits I want them to list those benefits, and the research they're using to justify the claims that their product achieves that. (As well as any research that shows it is a benefit.)<p>I'd like them to show that this toy can help children learn the alphabet, and the research they've done to support this. I'd also like to know that it's compatible with the alphabet used for synthetic phonics. It's a shame to teach children to say "Bee" when they're going to have to learn to say "buh".[1]<p>But it looks cool, much better than a lot of the education app toys, and I wish them luck.<p>I love the dual language aspect too. That's a nice touch. Maybe in future they can offer other additional blocks for the EU countries?<p>[1] I know "buh" isn't accurate for the b sound used in synthetic phonics.