When the sales person at our local toy store mentioned the name to me, I just had to take a closer look. Upon closer inspection, my conclusion is that this product is not only incredible, but the name is ingenius. Bubber is this amazing non-toxic, gluten free modeling compound with a light, dry texture you can shape, roll, imprint, and cut just as you would with play dough. With Bubber, kids still get all the benefits of playing with play dough - open ended play, creativity, and fine motor skills development. All without any of the mess, smell or residue. Plus, Bubber never dries out so you can play with it over and over again. This has become my new go-to eco-gift for the 10 and under crowd.