SAM Labs is a London-based startup that makes kits of modular and wireless electronics blocks that connect to an app, designed for people of all ages to learn STEM, play, and create with technology and the Internet of Things. A month-long Kickstarter campaign initiated in October 2014 raised over $200,000, and helped launch the mass production of the kits. Backers included Jawbone co-founder Alexander Asseily, who pre-ordered the kit. With features from WIRED, and The Telegraph, the company proves highly attractive both to the media and to customers.