Pennsylvania-based toyco K’NEX partnered with kid research and development company Dubit to develop a new virtual reality rollercoaster app. The K’NEX Ride It! app was free with the purchase of Thrill Rides, a K’NEX roller coaster construction kit that included a VR viewer. After kids bought the plaything, they could open the “Build It!” section of the app and design their own roller coaster to ride in VR. The partnership began in July 2018.