The robotics range will be lead by Roborover and Joebot and also new Flytech lines. At the higher end of the market is Rovio, a mobile Wi-Fi webcam which can be controlled remotely by any web-enabled device and retails at £299.
The Alive range of electronic plush animals will also be a major focus for the firm this year with an expanded that features three price points - £20, £30 and £40.
“It’s a very buoyant market. We feel there is room for a good strong number two,” said UK sales and marketing director Graham Spark (pictured).
A TV campaign for the range will run from August – November. Flytech will also receive TV backing.
“The customer feedback we get is that there really isn’t anyone else in the Robot category,” added Spark. “So whilst like everyone else in the current climate, we’re nervous, we can’t walk away from it because we know we can deliver.”