While the company Lux Blox never mentions Lego by name, their tagline of "A new century deserves a new block" makes it clear who they're taking aim at. Invented by artist Michael Acerra and wife Heather, Lux Blox have a more organic aesthetic; the shapes seem reminiscent of something a science teacher might use to explain chemistry, biology or one of the other courses I failed in high school. But like the Danish toy staple, they can be connected ad infinitum.
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Whereas Lego blocks are rigid, Lux Blox are flexible, taking advantage of the properties of plastic to form a snap-lock connection that's strong enough to hold even as the parts are bent. As a result, you can build sheets that fold and roll up, structures with articulating joints, shapes that expand and contract and more:
Of course, the real test of the saleability of Lux Blox versus Lego may have to do with the question every parent will ask: "When my child leaves these on the floor and I step on them barefoot, which one hurts more?"