i'm matteo loglio, an interaction designer based in london. i design playful products and experiences, experimental interfaces and award-winning toys.
now taking some time off ¯\_(ツ)_/¯
previously at @google creative lab, lecturer @centralsaintmartins, hacker @oio, creator of #cubetto, poster @opus, founder @primotoys, hardcore prototyper and occasional speaker. previously @primotoys@arduino
and @fablabtorino.
some of the products i designed received a few awards, including interaction design award, red dot design award and cannes lion.
i'm always looking for new exciting projects. interested?
Cubetto is a toy for children composed by a board, a wooden robot and a set of instruction blocks. After placing the instructions on the board and pressing the button, the robot starts to execute the commands. For the little users Cubetto is an entertaining game but it also contributes to develop their computational thinking.
There are many tools designed to introduce programming to children, but how can we do it using a set of interactions and materials that are consistent with how they play?

The project started at MAInD Lugano in 2013, with an exploration of Swiss kindergartens to research how kids play and how they interact with their environment. Heavily influenced by my childhood experiences with LOGO and Arduino-based robotics, I wanted to connect these two worlds through a tangible version of the programming language, keeping everything off the screen. The result was Primo: a programming language for kids made out of wooden blocks, completely tangible and digitally fabricated.
Primo by Matteo Loglio
But that was only the beginning: one year later we turned Primo into a real product, currently used in many countries to introduce programming in the early years. Featured in TIME magazine and displayed in various exhibition, including MoMA in New York and the MIT, Cubetto was also honoured with a Red Dot Design Award and a Cannes Lion.
In 2013 we launched the product on Kickstarter, starting the Primo Toys company. The robot changed from a car to a smiling cube, called "Cubetto". We also designed the "hacking experience" of Cubetto, making it easy to open and reprogram using Arduino. The electronics included were open source, the product was entirely manufactured with digital fabrication and the design files were publicly available.
After years of work, and several crowdfunding campaigns later, the product is now beautifully designed for industrial production and it's available for purchase from the Primo Toys  website.