In one sentence, "Flexo is the Lego bricks on steroids". It might look simple, but in my view (I'm an engineer), it's a great innovation. Lego is the favorite toy for kids (and for some adults too). "Flexo" takes it to the next level. They've added flexibility to the Brick toys. A short flexible plastic strip does the magic and with some creativity, your kids can try a lot of great combinations. I would definitely suggest "Flexo" to all the Product hunters with Kids at home.
Encourage your kids to play with these type of Brick games, rather than playing in an IPAD/mobile (I'm a tech lover). Flexo/Lego improves the creativity in kids and would encourage them to explore different possibilities/solutions. Your kid can be a great problem solver, so just hide the "Smart" products in your house and encourage them to play with these brick blocks, draw & painting, read a story/science book, make your kids smart..:)
Finally, watch this video and you'll understand my point about "Creativity" ;)
Bugsee