Sam is the first toy of its kind, and was launched by Gender Creative Kids Canada to teach trans children how to navigate their gender identity.
The project was created with the mission to "educate people around the world about gender identity issues" and works to "help children understand what it means to grow up as a transgender child." It functions as a Russian doll that opens to reveal backwards steps throughout Sam's life, in which Sam was struggling with understanding why his gender identity did not line up with the assigned gender he was given at birth. At the end of the "story," Sam is able to find acceptance and support in the expression of his true identity.
This toy is well-suited for children who are themselves dealing with conflicts regarding their expressed gender identities, as well as for parents are seeking to educate their children about the experiences of trans people.