SAM Labs – Third Cohort Export Champion


App-enabled construction toys for kids

Location: London
Company website:
Sectors: Education & Technology

SAM Labs is an award-winning East London startup, founded in October of 2014, who make app-enabled construction toys for kids of all ages. Targeting both users at home and in schools, SAM allows kids to discover the fun in coding and creating. Aiming to bridge an increasing skills gap, they work with education institutions as well as entertainment experts to make engaging, fun and learning focused kits. Sold in over 60 countries around the world, SAM kits are capturing the global demand for exciting STEM products.

SAM kits have two markets: Education and Play. For the education market, SAM sells primarily to K-12 educational institutions around the world. Ranging from science to maths and even to history teaching, its technology becomes an integral part of creative 21st century pedagogy. Its educational offering is tailored for the classroom, with professional development, 24 hours support, and curriculum based learning materials all available.

On the Play side, SAM create engaging kits targeted at 7-11 year olds to play with at home, marketing to parents directly through online channels, while revenue is driven through e-commerce (Amazon, their own website, etc.) as well as through strategic retail partners such as Barnes & Noble and John Lewis. Evidence of the slick product to market fit comes from SAM’s rapid adoption into over 1,000 schools worldwide and into over 10,000 households in its first full year operating.

CommonwealthFirst looks forward to supporting SAM Labs build closer ties with schools across the Commonwealth and in navigating the cultural and legal systems of Commonwealth markets.


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