Innovation First named master toy licensee for Robot Wars

Jack Ridsdale

By Jack Ridsdale

September 12th 2017 at 4:04PM
UPDATED September 13th 2017 at 9:55AM
Innovation First named master toy licensee for Robot Wars

Licensing Link tapped the firm to bring the heritage of robotics to the world of toys inspired by the hit show.

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

Innovation First is known for its STEM toys with its line of VEX Robotics, which boast 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 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.

“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.”

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.”

Robot Wars returned to screens last year on BBC2 with a new panel of judges, led by comedian Dara O'Brien. A new series is due to launch later this year.