It looks like magic. But then, that's what magnets are. Invisible forces are able to push, pull and manipulate ordinary looking objects around us. And Magination wants to take a hold of that magic and turn it into everyday fun. The toy, set to be launched as a Kickstarter project on November 19, is a collection of magnetic pieces of different sizes and magnetic strength.
Arrange them in different combinations and you can set up toys, air-hockey games, puppets, obstacle courses for very-mini golf and amazing force fields.
The videos have been circulating the internet over the past month, with many doubting that they were even real. Quite a few have written in saying that unless the videos explain exactly how this works, people will presume that there's computer generated imagery involved in putting them together.
To that, Magination says: Watch our (ambitious) video.