Hexbug builds Junkbots “metaverse” with toys, YouTube series, and Roblox story game

The award winning toy company Hexbug has launched a new project that merges toys with entertainment technology through a new eight part digital series and game on the Roblox platform based on its Junkbots brand.

Developed in partnership with the multimedia company Wind Sun Sky Entertainment, Junkbots aims to ‘converge the best in play, story, entertainment, and technology,’ enabling fans to ‘immerse themselves’ in the Junkbots brand ahead of the launch of season two of the toy line.

The new wave of Junkbots toys will launch with a new environment-based Junkbots Factory Collection of play-sets, while the new eight part series and Roblox game will follow a new adventure that all kicked-off when Junkbot Jack Static received a cryptic radio transmission.

“We are always looking to innovate and the expansion into Roblox and a larger presence on YouTube is a prime example of our forward thinking,” said Tony Norman, co-founder, and CEO, Innovation First International.

“We took our cue directly from kids and delivered an expansive new play experience that spans across multiple platforms that truly immerses them into the Junkbots metaverse through the blend of gaming, play and entertainment.

“Our partnership with multi-platform entertainment company Wind Sun Sky has allowed us to take this to a whole new level.”

The new Junkbots toy line, eight part YouTube series and Roblox story game is all scheduled to land this summer, designed to ‘create a thrilling, multi-platform experience’ for kids. The comedy and adventure series will allow fans the chance to immerse themselves in the Junkbots universe, and join the race to save the city in the multi-chapter Roblox game.

‘All combined, these awesome content extensions are positioned to support and expand the toy line that includes custom codes embedded into the packaging that allow kids to unlock exclusive Roblox swag online,’ read a description from the firm.

“I can proudly say that the Junkbots universe roll out is a rich, engaging and boundary pushing cross-platform narrative experience for fans and future fans of this amazing toy,” said CEO and EP Catherine Winder, WSS.

“Storytelling and world building is our expertise, and the Junkbots web series by our phenomenal team dares to take things a step further cross platform. Fans will laugh and become inspired as they watch in awe, then continue the story on Roblox and with their toys.”

The Junkbots Roblox game offers multiple mini-games within each Mission and dozens of playable set pieces. Players can immerse themselves with a unique “playground experience” where they can come together, socialise, customise their worlds, and explore in between playing story episodes.

Meanwhile, the Junkbots toy line includes multiple sets in the collection – each depicting a unique interactive environment. Season two of the toy line will see 16 new Junkbots to collect, each featuring power modules for light and motion. With an interlocking pipe-building system, kids can deconstruct and reconstruct their play-sets for alternative builds.

Fans will be able to get in on the action as JUNKBOTS launches on Roblox and YouTube in late July 2021 and in-store late August. 

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. 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 robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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