# Particula

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/particula

- Industry: Consumer Products
- Headquarters: Flushing, US
- Website: www.particula-tech.com
- Total disclosed funding: $9M
- Latest round: Series A (May 1, 2023)
- Investors on record: 2

## About

Based in Israel, Particula L.T.D. specializes in the creation and distribution of innovative smart games and connected toys that engage users through interactive experiences. 

Particula L.T.D. was founded in 2017 in Netanya, Israel, focusing on developing smart games and toys. The company was co-founded by Udi Dor (CEO) and Amit Dor (CTO). In August 2026, Particula L.T.D. raised USD 15 million in venture funding led by Elah Fund, with participation from Grove and Flashpoint.

Particula specializes in the development and distribution of innovative smart games and connected toys designed to engage users through interactive experiences. Their core offerings include an array of app-enabled products, such as AI-powered chessboards, interactive balance boards, connected Rubik's cubes, and Bluetooth-enabled dice. Each product leverages advanced technologies like artificial intelligence and the Internet of Things (IoT) to enhance traditional gameplay by providing users with unique learning experiences and competitive opportunities. The primary target market consists of children and adults interested in puzzles, strategy games, and fitness activities, with an emphasis on promoting cognitive skills, physical coordination, and digital interaction. Particula's products are sold in various geographical markets, including North America, Europe, and parts of Asia, appealing to a diverse clientele looking for modern entertainment solutions.

Particula's revenue model is structured around direct-to-consumer sales and partnerships with retailers, ensuring broad distribution of its product range. Customers purchase items such as the GoCube and GoChess series through the company's online platform, as well as through select retail outlets. The pricing strategy includes various product tiers, with flagship items like the GoCube Edge Full Pack and the GoDice Full Pack positioned at premium price points to reflect their advanced technological integration. This pricing ensures that customers perceive value in both the interactive elements and learning capabilities offered by these connected toys. The company's sales transactions are supported by promotional campaigns, including discounts for first-time buyers, which foster customer acquisition and retention in a competitive market.

The company plans to use the August 2026 funding to develop new smart play products, hire staff across product and operations teams, and expand into international markets.

## Funding rounds

- Series A, May 1, 2023, $4M — Grove
- Series A, Feb 10, 2021, $5M — Flashpoint

## Investors

- Flashpoint (https://capitalatlas.ai/funds/flashpoint) — Series A
- Grove (https://capitalatlas.ai/funds/grove) — Series A