Your Atomic Reaction

Alfred Gilbert made some pretty cool toys. His company focused on those that nurtured children’s interest in science and engineering. Gilbert was the man responsible for one of the most popular toys of all time, the “Erector Set”.

Science experiment toys were very popular in the 1950’s. So, Alfred capitalized on societies arrival into the nuclear age with the “Gilbert U-238 Atomic Energy Laboratory”. A set capable of over 150 “magic show” experiments kids could do for their parents.

And it came with something special: 4 vials of actual radioactive samples.

Oh, and a Geiger counter...you know, just to be safe.

In 2002, Radar Magazine published a list of “The 10 Most Dangerous Toys of All Time”. The U-238 Atomic Energy Laboratory ranked number two. Just after Lawn Darts.

There’s a fine line between brilliant and crazy, between innovative and stupid - and between engaging and dangerous.

In marketing and design, have all have to walk that line. Trying new things. Taking chances. Experimenting to see what works. What doesn’t.

What if we try IGTV? TikTok? How about paid LinkedIn ads? A lead magnet on a pop-up? That new Photoshop filter? That kind-of-out-there font?

Because, if you don’t take the risk of making your own “U-238 Atomic Energy Lab” - then ultimately, you’ll never end up creating your “Erector Set”, either.