Little Tikes expands Tobi range with Tobi Friends as “tech offers huge area of development for brand”

MGA Entertainment’s Little Tikes division is extending the range of its award-winning Tobi Robot Smartwatch with the launch of Tobi Friends, Chatter and Beeper – two new interactive electronic voice-activated toys.

When Tobi landed in 2020, the Robot Smartwatch set out to revolutionise the market delivering an animated wearable for children that boasted more than 100 facial expressions, sound effects, and moving arms and legs, as well as two cameras that can store up to 3,000 photos or 30 minutes of video.

The launch attracted media attention throughout the second half of 2020, as it was billed not only as a revolutionary new line for the active play space, but an initial step for MGA Entertainment and its Little Tikes brand that was looking to expand on and dive deeper into the tech toy space.

This spring will now see Tobi extend its range with the arrival of Tobi Friends, Chatter and Beeper. The new launch is suitable for kids aged four and upwards as the two robot toys react to voices and sounds by lighting up and moving.

Chatter and Beeper also offer three different ways to play by responding to kids, other Tobi Friends, and even the Tobi Robot Smartwatch itself. When the watch is nearby, Tobi Friends respond to its expressions, emojis, alarms and more.

Michelle Lilley, head of marketing UK for Little Tikes, said: “Tobi Friends is one of many new launches this year and we’re thrilled to start with Chatter and Beeper. Tech is a huge area of development for the brand and we’re excited to be making our mark in this sector.

“The launch will be supported with a heavyweight PR and social campaign along with TV and we’re expecting it to be a huge hit.”

While traditional play remains at the heart of the brand there is a growing focus on encouraging learning through interactive toys, with tech is a key component in child development. Little Tikes will be announcing the launch of a number of new products across the spring season.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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