Robot Wars master toy announced
New toy partner for rebooted series as STEM-focused licensing programme takes off
Innovation First International has been named global master toy licensee for the hit TV series Robot Wars.
The company will bring the popular robot battling brand to its Hexbugs toy line, with the full produce line featuring vehicles, playsets, remote control toys and construction kits.
The first phase of the range — comprising of a selection of autonomous robots, infra-red remote controlled robots and a house robot as well as a Robot Wars Arena — is expected to launch at retail in autumn/winter 2018. Outlets stocking the range will include toy shops, gift and gadget shops and a number of department stores as well as high street retail and online distributors. The launch will be supported by a strong marketing campaign focusing on TV advertising, YouTube, social media and promotional and PR activity in the press and online.
Filipe Barrau, Managing Director of Innovation First, said: “As well as being a developer of consumer toys, competitive robotics is in our DNA. We’re thrilled to be producing a toy range for the Robot Wars brand. We are certain the products will be a must have for all fans of the show!”
Robot Wars made its return to TV screens in 2016 with a revamped format, a panel of robotics expert judges and new presenters Dara O’Brien and Angela Scanlon. Enjoying critical and viewer acclaim, the relaunch boosted the licensing programme, which was launched alongside the new series and has an emphasis on STEM learning. Licensing agent Licensing Link will aim to encourage both girls and boys into robotics and engineering and capture the brand’s 20-year heritage of technology, humour, competition, teamwork, sportsmanship and family fun. The licensing campaign has already enjoyed success in publishing and apparel, as well as toys. A number of other deals will be announced in the coming months.
Chris Taday, Director of Licensing Link, adds: “Robot Wars has proved more popular than ever since it returned to our screens and there is already a strong interest from licensees and consumers alike in merchandise that taps into the heritage of this iconic brand. Innovation First, with its strength in STEM, robotics and innovative toys, is an ideal partner for the brand.”