Funding follows a breakout year for Particula, which has sold more than 1 million units, grown from a single flagship GoCube product to four product lines, and landed an official Harry Potter license
Particula (particula-tech.com) is a pioneer in Physical-AI for play, learning, and growth, creating innovative connected experiences that bring people and families together. It merges physical play with smart technology to create healthier, valuable, active, and engaging experiences for the whole family. Its products are designed to keep people physically engaged, cognitively challenged, and socially connected, bridging the gap between digital interaction and tangible real-world play through the company’s approach to learning through play.
The company today announced that it has raised $15 million in funding led by Elah Fund, with participation and backing of current investors – Grove Ventures and Flashpoint. The round will fuel continued product innovation, team expansion, and international growth as Particula scales one of the fastest-growing brands in smart play.
The investment arrives on the heels of a milestone year for Particula. Since launching, the company has sold more than 1 million units worldwide, expanding from a single smart Rubik’s Cube – GoCube – into four distinct product lines: GoCube, GoChess, GoBalance, and GoDice. Particula has also gained traction with retailers, growing from a primarily direct-to-consumer model into a global brand sold through leading national and specialty retailers across multiple international markets.
Now, with an official Harry Potter license through Warner Bros, Particula is expanding into licensed IP, bringing one of the world’s most beloved franchises into its smart play lineup. GoChess Wizard blends magical design and smart technology, combining real-time chess coaching and online play with authentic details that bring Wizard Chess from the films to life.
“We built Particula with the belief that physical play has a unique power to bring people together, empower us as individuals, and create meaningful connections across families, friends, and generations,” said Udi Dor, Founder and CEO of Particula. “Technology shouldn’t replace those experiences; it should make them more relevant, engaging, and exciting for the world we live in today. By bridging AI with the physical world, we open entirely new ways to play, learn, connect and grow together. Surpassing one million units sold is an incredible milestone, but we believe we’re only at the beginning. This investment gives us the opportunity to move faster, expand into new experiences and categories, and bring our vision to millions of people worldwide.”
Particula’s products have gained recognition from leading global media. WIRED named the company’s flagship GoChess product “Best Toy Ever”, and The Wall Street Journal named Particula products as “Best Tech Gifts” pick.
To support its next phase of growth, Particula is further strengthening its leadership team with a series of key hires across product, marketing, operations, and international growth. These additions bring deep experience in games, consumer hardware, and licensed entertainment products, and will help Particula scale its operations, retail partnerships, and international presence.
“Particula has done what very few consumer technology companies manage to do: build products families trust, critics celebrate, and major franchises want to partner with,” said Calanit Valfer, Managing Partner at Elah Fund. “The team has proven it can execute across product, retail, and licensing simultaneously. We’re excited to back them as they scale their vision globally.”
About Elah Fund
Elah Fund is an Israeli investment firm founded in 2017 and based in Haifa. It partners with breakthrough Israeli startups at their inflection point, focusing on global market expansion and impact.
