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At first glance, seems a lot like http://littlebits.cc/ only not shipping yet. Might have a bit more emphasis on programming though when it's released?

Their own list of "prior art" https://projectbloks.withgoogle.com/research shows some even older "block-based" electronics kit projects.

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I agree. I thought it was another version of http://littlebits.cc/

But upon exploring some works, it seems like writing code but with a tangible object. The User Interface are like the usual toy blocks kids play and they can write code with it.

Interesting move by Google on this.

This seems like the inverse of littlebits. On littlebits, the things you assemble are the output of your system. With bloks, the things you assemble are the code itself; this is more like a tactile visual programming system, not a way to make hardware easier to use.

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