Set up? Simple. You fill the guy with the included packet of dinoflagellates (i.e., the photo-synthetic plankton swimming in water), and add some “food." Once you’ve had it sitting in indirect sunlight for a few days—careful, it shouldn’t get hotter than 75 degrees at any point—with sufficient periods of nighttime (complete darkness), it will begin to glow.
Be patient, though. Its full glow won’t show itself until it’s established a consistent sleep-wake schedule i.e., circadian rhythm. Dino Pets: they’re just like us!