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In 2012, Ryan and Valerie Wiens noticed that even velcro shoes took a long time for their three boys to put on. To top it off, they noticed that the nice lace up shoes they bought for their kids never got worn. So they went about engineering a simpler, hassle free solution to lace-tying that involved magnets. Working with engineers at a high-tech magnetics company, they developed Zubits, revolutionizing the shoe wearing experience.