It helps that it's a great looking product as well, if I had kids I'd be majorly tempted to buy.
IMO, it happened so, not because of their launch strategy but more so solely because of the product and the vision that they are selling.
The launch plan is pretty much by the book, extra points for the media kit though, and full marks to the product!
Always cool to read stories like this. Crowdfunding seems to easy to pull off, but doing it well requires a lot of planning.