I'm very confused by this one. I can't tell what it really does . With Mindstorms, We Do, and Spark, you can build things that interact because you have motors, sensors, remotes, a programmable hub. This... makes noise and flashes lights?
It definitely doesn't look like it's aspiring to be the programmable environment that Mindstorms was. There may be a way for a tech enthusiast to make custom smart cards and logic, but I wouldn't count on it. Would be happy to be proven wrong.