Generation Genius Inc., based in Beverly Crest, is known among students and teachers for its educational videos on scientific topics ranging from astronomy to ecosystems.
The videos star founder and chief executive officer Dr. Jeffrey Vinokur in a Bill Nye-esque blend of education and fun. These videos can now be found in 30% of elementary schools in the nation. The company has seen substantial growth in the last year, which led the company to expand its operations and workforce base. Beginning in a 1,500-square-foot warehouse in Chatsworth in June 2022, production moved to a 5,000-square-foot space in Canoga Park the next month. Following its business’ burgeoning success, it moved to a 15,000-square-foot warehouse in Simi Valley last month.
Last year, Vinokur and Eric Rollman, Generation Genius’ president and co-founder, decided to create a product that would allow kids to explore the enjoyment of science experiments from their own home. It launched a line of at-home science kits, which contain experiments such as turning water to snow or making “liquid worms” out of calcium chloride and sodium alginate.
The kits can be purchased on a one-time basis or as a monthly subscription. A kit contains three experiments, which can each be performed multiple times, and have boomed in popularity. There is no paper manual, instead children can watch a video of Vinokur walking them through the steps and giving verbal instructions.
Rollman, an Emmy award-winning children’s television producer, said the company sold five kits its first day. It now often ships more than 1,000 kits per day.
The kits’ popularity also led the company to bring on more workers, both human and robotic. Starting with 22 employees during the summer, its workforce expanded to 28 amid high holiday sale volume. The company now has more than 50 employees, working hard to produce the kits.
It decided to bring in automated technology to assist its employees, starting in April. This robotic-type machinery operates in its Simi Valley warehouse and performs functions such as filling, labeling and capping the tubes that kits’ ingredients come in. It has not laid off any employees with the introduction of this system, but has been able to reduce costs and increase productivity.
“The more workers and more space are directly related to the need to make more kits,” Rollman said. “To make more kits, we need more raw materials and more people.”
Vinokur said its kits allow kids to expand the potential of what experiments they can try at home. The kits’ ingredients are non-toxic and safe when used as directed.
“When you don’t have a science kit, you’re kind of limited,” Vinokur said. “(You can have) glue, salt, pepper, glitter, baking soda, vinegar, and you can have fun with that. But if you want the next level of fun, then you need certain materials and certain chemicals… but parents, they don’t have time to go out and find these things and buy them and figure out the best way to do the experiment.”
Generation Genius has seen this success all with no venture capital backing. It raised $1.6 million in seed funding, which includes a $1 million recoupable grant from the Howard Hughes Medical Institute and $1.07 million in crowdfunding. Rollman said the company saw about $900,000 in revenue in its first six months selling these kits, and that sales are still growing. This revenue doesn’t include earnings from its video platform.
“As a kid, I was very passionate about science and I had a lab in my garage … making things bubble and fizz and explode,” Vinokur said. “Now I want to give that (passion) to the next generation.”