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These beautifully designed toys are good for kids’ brain development

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My toddler has been happily playing in the bath for more than an hour. I can’t bear to take her out because she seems to be having so much fun playing with a set of six clear cups with different configurations of holes at the bottom. As she fills each one with water, the fluid trickles out in different ways. With the large cup, the water pours out in a kind of rainfall effect; in a smaller one, it drips out slowly. She’s utterly enraptured, laughing with delight.

This is one of a dozen toys that comes in a box made by the startup Lovevery (pronounced Love Every), which creates toys for each stage of a child’s brain development. The company launched with $80 play kits that take babies through their first year of life, two months at a time. In the first box, for instance, you receive a set of cards with black and white high-contrast images that are suited for newborns whose vision is slowly sharpening. In the box for 10-month-olds, there’s a blanket specifically designed to play peekaboo, a favorite game for babies who are just learning about object permanence.

Starting this week, Lovevery launches boxes tailored to children’s second year of life, with each $120 play kit designed for three months at a time. The boxes also come with a play guide for parents to help them understand what is going on in their child’s mind, explains what the toys are designed to do, and offers other helpful tips for bonding with their child. Parents can either purchase the box one at a time from the Lovevery website, or they can sign up for a subscription so the toys arrive on a regular basis, exactly when the child is ready to play with them.

There are other toy subscription boxes on the market, including Little Passports, which introduces children to different countries, and Kiwi Crates, which has a focus on teaching science skills. But subscription commerce is a........

© Fast Company