Exactly.
> "The experience does not collect or share any data," Jascha Kaykas-Wolff, chief marketing officer of Mozilla, said
Looking in the sources of the extension, it adds additional HTML header to every HTML request to https://www.red-wheelbarrow.com/forkids/ pages. The activity of the users there could of course be tracked and the data dependent on the extension being active collected. Good try Mr. marketing officer of Mozilla delivering Mr. Robot ad using the mechanism for the "studies."
> "Firefox worked with the Mr. Robot team to create a custom experience that would surprise and delight fans of the show and our users."
Obviously fail. Surprise, yes. Delight? No.