Hexbug makes guest appearance on ITV soap Emmerdale

Published on: 12th November 2012

Innovation First International’s micro-robotic Hexbugs made a guest appearance on last Thursday’s episode of British soap Emmerdale.

In the episode, Marlon Dingle, played by Mark Charnock, develops a fascination with his son’s scuttling bugs and spends his day playing with several Hexbugs including the Original, Nano, Crab and Scarab.

As he claps his hands to make them change direction, he exclaims to Paddy Kirk (Dominic Brunt): “Look, they change direction! How good is that?”

Several Hexbugs, in and out of branded packaging, were featured in the episode in two different scenes. Innovation First International did not pay for the product placement, but were delighted to see the toys featured on the soap.

Heather Corbett, Marketing Manager for Innovation First International, said: “We were very surprised, but exceptionally pleased to see Hexbugs featured so prominently on such a popular ITV programme. It was great to see a character so fully engaged with the product, and gave us some great exposure ahead of the Christmas season.”


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