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How do I build this type of product?

How do I build this type of product?

Take a look at this product:

http://www.roguefitness.com/rogue-elite-series-dry-erase-boards

 

I think it's a bundle product... but when I build a similiar product on my site, the pricing says "$0" bc none of the selections are *required. However, if I make 1 required, that isn't exactly how the product is supposed to work.

 

How do I build something like this on my magento community site? Is it custom?