About

We release very small digital toys into public social networks and let reality decide what happens to them. Most attempts fail. Some may spread. None are protected.

The project produces two layers of artifacts:

Layer 1 — Toy artifacts

Individual toys, puzzles, and perceptual experiments.
Each toy is built to create a short moment of surprise — a small “oh” — and nothing more.
Each one either survives contact with reality or it doesn’t.

Layer 2 — The lifecycle artifact

The visible sequence of attempts, outcomes, and failures.
A public feed showing what was tried, what survived, and what failed — without hiding or re-framing the result.

Failure here is not aestheticized or explained away.
It is recorded plainly and left intact.

There is no guarantee that a toy becomes viral.
There is no guarantee that this project becomes viral.

The only guarantee is that outcomes are packaged honestly, inside fixed rules, and left to reality.