I’m sure you’ve heard of Beanie Babies, Pogs, Tamagotchi, and Silly Bandz. But have you heard of Rainbow Loom?! It’s currently flying off store shelves.

The loom was invented by an engineer wanting to spend quality time with his daughters, but with fingers too large to participate. The easy-to-use loom weaves jewelry using a plastic pegboard and mini, multicolored rubber bands. The company’s YouTube channel and an exploding social community exhibit the endless possibilities. So what’s not to love? It’s a entrepreneurial, toy business success story based on family and reinventing a classic toy.

Thought Rainbow Loom sounded familiar too? That’s because the concept isn’t that different from pot holder weaving sets. Rainbow Loom fosters creativity, focus, fine motor skills, and patience; some have even argued that it promotes digital literacy. One thing is for sure: it’s created a lot of “kidpreneurs” selling rubber bracelets instead of lemonade at roadside stands near you. Keep calm and Rainbow Loom on!