This video for a brilliantly designed transgender toy hit me right in the feels.

It’s not usually a great sign if you’re screaming at the end of a toy commercial, but in the case of Sam, that might actually be the entire point.

First, let me back up and tell you a tale. I have a set of nesting dolls I keep on my desk, a gift from a friend back when I first came out as transgender. The doll’s nesting layers came to represent who I was, who I am, and who I will be, all contained in one body.

So what does this have to do with a plaything commercial?

Earlier this week, I assured “Sam’s Story, ” an animated short by Gender Creative Kids Canada about a transgender son coming to terms with who he is. The video ends with a call for people to visit The You Inside Project to back a Kickstarter aiming to create what the group is calling “the world’s first educational transgender toy.”

It just so happens that “Sam” is a nesting doll defined just like mine.