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Robot Wars global master toy partner named

Licensing Link signs Innovation First International as licensing programme builds.

Licensing Link is continuing to build the consumer products programme for Robot Wars, signing Innovation First International as the global master toy licensee.

Innovation First – which is widely known in the STEM education sector through its VEX Robotics brand – will launch the Robot Wars line through its consumer toy brand, Hexbug.

Toys will include vehicles, play-sets, remote control toys and construction kits.

The first phase of the range – comprising 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, md 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.”

Chris Taday, director of Licensing Link, added: “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.”

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