VIDEO: Hexbug in Emmerdale guest appearance

Marlon Dingle plays with a variety of the bug-based toys in the ITV soap.
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Viewers of last night’s episode of Emmerdale might have noticed a special appearance from one of the toy industry’s leading lights – Hexbug.

On the November 8th airing, Marlon Dingle becomes obsessed with his son’s robotic bug toys and spends his day indoors playing with a range of Hexbugs, including the Nano, Crab and Scarab – much to the dismay of onlooker Paddy Kirk. See a clip below.

Heather Corbett, marketing manager for Innovation First International, said: “We were very surprised, but exceptionally pleased to see Hexbugs featured so prominently on such a popular ITV programme.

“It was great to see a character so fully engaged with the product, and gave us some great exposure ahead of the Christmas season.”

Earlier this year the vibrating robotic bug brand hit the headlines for the wrong reasons, when BBC TV show The Apprentice featured copyright infringing knock-off Hexbugs called i-insects.

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The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.