Licensing Link appoints Innovation First as master toy Licensee for Robot Wars

Licensing Link has appointed Innovation First as the master toy licensee for Robot Wars, the long-running show from Mentorn Scotland and SJP Media.

Innovation First is known for its STEM toys with its line of VEX Robotics that boasts of globally integrated classroom solutions and extra-curricular competitions that attract students from primary school through to university.

The firm has outlined plans for its first Robot Wars products in the form of a selection of autonomous robots, infra-red remote controlled robots and a house robot, as well as a Robot Wars Arena, which is expected to launch at retail in autumn/winter 2018.

Outlets that stock the range will include toy shops, gift and gadget shops and a number of department stores besides 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.

“As well as being a developer of consumer toys, competitive robotics is in our DNA,” said Filipe Barrau, managing director of Innovation First. “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,” he proceeded.

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.”

It may be remembered that Robot Wars released last year on BBC 2 with a new panel of judges, led by comedian Dara O’Brien.

Leave a Reply