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For parents, he pushed the idea that the sets' use of chemical reactions directed their children toward a potential career in science and engineering. [2] In 1954, Gilbert wrote in his autobiography, The Man Who Lives in Paradise, that the Atomic Energy Laboratory was "the most spectacular of [their] new educational toys". Gilbert wrote that ...
This is the best science for kids who love to tinker—you know, the one who takes things apart and puts them back together. There are 26 model-building exercises to create six basic machines ...
The target market for chemistry sets was almost exclusively boys, deemed "young men of science." However, during the 1950s, Gilbert introduced a set targeting girls. They sold the set in an attractive pink box, but the set identified girls as "laboratory assistants" or "lab technicians," not scientists.
A line of inexpensive reflector telescopes followed the Sputnik-inspired science craze in the late 1950s. In 1958, the company promoted its science toys by commissioning a comic book, Adventures in Science, from Custom Comics. In the comic, a mysterious "Mr. Science" leaps through time and space with a bored teenage boy to interest him in science.