Spin Master to acquire Hexbug from Innovation First

Spin Master has reached an agreement to acquire the Hexbug brand of toys from Innovation First International.

With over 100 different toys that range from buildable playsets to battling robots, Hexbug’s portfolio of products feature robotic technology with movement inspired by nature.

“What excites us so much about Hexbug is that the inventors have mastered both the science and the art of bringing creatures to life through technology, to deliver truly magical play experiences,” said Anton Rabie, Spin Master’s Co-Founder.

“With this acquisition, Spin Master will combine it’s innovation, global reach and diverse portfolio with Hexbug’s innovative excellence to surprise and inspire kids in new ways.”

Max Rangel, Spin Master’s Global President and CEO, added: “At Spin Master we are focused on reimagining everyday play and are always looking for opportunities to strengthen our innovative portfolio through meaningful acquisitions.

“Hexbug is an evergreen brand with a strong foothold within a niche category, opening an opportunity for Spin Master to own and ultimately grow the popular robotic range’s reach through our expanded global footprint while also leveraging this technology across our broader toy offering.”

Tony Norman, CEO at Innovation First International, said: “Spin Master is the business that can really take our years of foundational tech toy innovation to the next level and gain an even greater awareness for the brand here at home and around the world.”

Expected to close in February 2023, the acquisition of Hexbug marks Spin Master’s 28th acquisition since the company was founded in 1994.

–

To stay in the loop with the latest news, interviews and features from the world of toy and game design, sign up to our weekly newsletter here

More Recent News

Our top 10 most read interviews of 2024

This year’s top 10 features interviews with Exploding Kittens’ Matthew Inman, Hasbro’s Angus Walker and Jazwares’ Magdalena Eichhorn.

AMIGO to meet game inventors at Mojo Pitch 2025

“We are thrilled to be back at the Play Creators Festival in 2025,” said AMIGO’s Alessandro Montingelli.

Think Influence eyes toy partners for Fisch

The popular Roblox game launched earlier this year and has over 800,000 concurrent users.

Transformers Age of the Primes figures land on Hasbro Pulse

The Transformers Age of the Primes Titan Class Thirteen Star Optimus Prime figure comes with a cannon blaster, shoulder blasters, and the Zodiac orb.

People of Play welcomes Shannon Swindle as Director

“I look forward to creating meaningful experiences, celebrating the work of toy and game designers and continuing to support the incredible people in this industry that I love so much,” said Swindle.

Rubies readies UK launch for Bluey costumes

“We are confident that Rubies’ new Bluey dress-up options will be popular with families on this side of the world, after the positive reception they received in Australia,” said Anita Majhu, Head of Licensing (Softlines) at BBC Studios.