Robotics toy company BinaryBots is poised to make a significant entry into the US market following a deal with one of the largest distribution companies in the nation.
The partnership with Alliance Entertainment has resulted in BinaryBots’ products being listed on Walmart.com, and more US retailers are expected to carry their products in the upcoming year. These build-your-own robots are designed to teach children how to code and come equipped with sensors, lights, and speakers. Children utilise a BBC micro:bit to programme the robots to move, make sounds, and respond to touch.
Founded by CEO Chris Burgess in Leeds, BinaryBots has garnered support from NPIF-Mercia Equity Finance, managed by Mercia Fund Managers and part of the Northern Powerhouse Investment Fund. Burgess remarked, “The US is the world’s biggest toy market and this deal has given us a direct route into it. We are proud to be working with Alliance Entertainment and showcasing British innovation in an international market.”
The US government’s initiative to expand the teaching of STEM subjects (science, technology, engineering, and mathematics) has increased the demand for educational toys such as BinaryBots. The robots have attracted considerable attention at major US trade shows.
Graham Davies, investment director at Mercia Fund Managers, highlighted the rising popularity of smart toys as parents seek engaging ways to impart digital skills to their children. “BinaryBots have been well received in the UK and, with the backing of our investment, they are now ready to take on America,” Davies said.
BinaryBots’ entry into the US market marks a significant milestone for the company, positioning it to capitalise on the growing demand for educational toys in the world’s largest toy market.