MAGIC: Bioworld Debuts Hexbug Apparel

Innovation First has partnered with Bioworld Merchandising for an apparel range featuring its Hexbug robotic toy brand, which is being debuted this week at MAGIC Market Week in Las Vegas, Nev.

Due to appear at retail in the U.S. this spring, the line will include Hexbug-branded t-shirts and sleepwear.

“We are excited to extend the Hexbug brand into the youth apparel market with smart, cutting-edge apparel designs, which we know our fans will geek-out over,” says Tony Norman, president and chief executive officer, Innovation First International. “Bioworld’s hip, savvy, non-traditional approach to creative design, manufacturing and merchandising goes hand in hand with our brand philosophy and creative culture.”

The Bioworld line joins a series of other licensing partnerships for the brand including branded Jibbitz shoe charms for Crocs shoes and a recently announced deal with Hasbro to create a Hexbug line for the upcoming film Transformers: Age of Extinction.