Innovation First International, masterminds behind the internationally recognized HEXBUG® Micro Robotic Creatures brand, announced the launch of its popular family-focused product line of high-tech robotic toys into the Indian market. For this global expansion, Innovation First has joined forces with Anacra Merchandise Pvt Ltd., a local company dedicated to introducing electronic toy brands into the Indian market. Kicking off the partnership, the two companies are joining forces to debut the product line at the 6th Toy Biz International 2012, the largest toy tradeshow in South Asia, being held at Pragati Maidan, in Delhi, India from June 30 – July 2, 2012.
“Copycat products which infringe on our intellectual property are present in a number of emerging markets. One of the most effective ways to address the situation is to make our high quality, safe and incredibly fun products available to children at a compelling price,” said Joseph Astroth, Executive Vice President of Innovation First International. “With an increased demand for authentic toy brands, we are confident that Indian children of all ages will love the HEXBUG brand, and we see Anacra as the best possible local partner to help us get in on the ground floor and serve this important emerging market.”Unlike any other toy on the market, HEXBUG combines science and technology with kids’ innate love for bugs. Designed to foster children’s creativity, develop their fine-motor skills, and fuel hours of imaginative playtime, HEXBUG Micro Robotic Creatures can be found on the shelves of mass and specialty retailers and toy shops throughout India this August.
The HEXBUG brand of cute, creepy-crawlers is designed to provide kids with a fun creative play experience, while encouraging them to think about the science of robotics. Children and adults alike are drawn to the HEXBUG brand because of the products’ fascinating behavior, intelligent bug-like attributes and eye-catching packaging. Some of the products are so animated, they even fool cats, dogs and some humans into thinking they are alive!
Elaborating more on the tie-up Jitin Prashar Director Anacra Merchandise Pvt. Ltd. shared, ” We believe that the robotic toys that HEXBUG has to offer will attract Indian kids and inculcate in them innovative thinking as the products are high on technology and quality. Anacra in partnership with IFI has tried to keep the prices very competitive for the Indian market. Currently we have launched just 8 SKU’s from the Hexbug family but will keep on launching products from the entire product line of HEXBUG at part with their international launch. Also we intend to market the products through a lot of school workshops as well. All the products will be available in all the retail format stores across India from the 3rd week of July and also in all the mom and pop toy stores through a wide distribution network”
“HEXBUG Micro Robotic Creatures provides the perfect combination of sound engineering and valuable creative play, which will attract the young, curious minds of Indian children,” He concluded.