I attended the Arduino workshop at IxD10 where Massimo showed Arduino interfacing with a red shield board, which had 8-10 input for sensors that were connected to wires. It was a really easy way to get started, you simply had to connect the sensor wires to the shield and start programming.
I cannot seem to find the red shield board, or any of the sensors attached to wires.
Maybe you're referring to the "Electronic Brick" system? I saw them on SeeedStudio but haven't bought any of the products. Lots of sensors with a standardized connector scheme, trying to make it all easy to mix and match. There's nothing Arduino-specific about it, but it can be used with Arduino very easily.