Zuru’s Robo Fish Swims Back to Retail

Toy and consumer products company Zuru has announced the return of Robo Fish, the hyper-realistic toy fish and one of the most popular toys of the last decade.

“We’re so excited to bring back Robo Fish, which has long been a favorite for its authentic movement and ease of use,” says Aneisha Vieira, global brand director, Zuru. “The perfect pet or prank toy, Robo Fish now incorporates the latest technology to elevate the fun. We have no doubt Robo Fish will once again be a swim-away hit for new generations.”

The new Robo Fish incorporates Zuru’s advanced water-activated micro-robotic technology using carbon sensors that allow it to come to life and swim as soon as it touches water.  In addition, each Robo Fish features all-new color-changing fish scales, transforming in hues when it hits the water. The fish returns to its original color when it is pulled out of the water and scales are dried. The robo-pet, which mimics the actions of a live fish, swims in five different directions and dives more than six feet.  Robo Fish is part of Zuru’s Robo Alive range, featuring functioning robotic pets that move and act like they're real.  RoboFish swims to shelves in January 2021.

The toy fish became a sensation and captured the imagination of both kids and adults when it was first released by Zuru in 2012. It was one of the fastest-selling toys globally with more than 15 million units sold in its first year.

Available in six different colors and designed for children ages 3 and up, the Robo Fish school will be available for a suggested retail price of $7.99.