Some products should never have been made, but flops like Coke 2, Bic’s ‘she-pen’, and Nokia’s N-gage still hold valuable lessons for innovators. To remind people of their value, organizational psychologist Dr Samuel West, has opened the Museum of Failure in the Helsingborg, Sweden.

“The point of the museum is to show how important failure is for success when it comes to innovation. We need to accept failure,” West tells ZDNet.

European innovators haven’t accepted failure in the way Silicon Valley has, but West notes that Silicon Valley firms often forget his second message about failure.

“Silicon Valley has the right attitude when it comes to innovation and not stigmatizing failure. Unfortunately, even Silicon Valley companies are horrible when it comes to learning from their failures, so they make the same mistakes over and over again.”

This point seems pertinent to startups experimenting with consumers’ appetite for connected sex toys and talking dolls without thinking about security and privacy.

The Museum of Failure includes the Trump: The Game; Harley-Davidson Hot Road eau de toilette; Bic for Her; Coke 2; and a Swedish bike among a collection of 60 product flops. It’s also filled with tech flops, from the Apple Newton to Microsoft’s Zen phone.