Innovation First blocks sale of copycat Hexbugs

Published on: 31st January 2012

Hexbug maker, Innovation First, says it has blocked the import of 7,000 copycat micro robotic toys at Southampton, destined for sale in the UK.

The copycat product was shipped from Bort Electrical Co. to UK online retailer, Toysmart Ltd, who intended to sell the goods to its European customers. In collaboration with UK customs officials, the company worked swiftly to ensure the seizure of the products and their destruction.

“The success of our global strategy to protect our intellectual property hinges upon our ability to defend our brands at the local level,” explained Tony Norman, president and CEO of Innovation First.  “We will continue to work closely with customs agencies around the world, and invest significant time and resources to ensure that we are vigilant against product that could infringe upon our intellectual property regarding the Hexbug Nano or any of our other products.”

Innovation First’s statement reminds retailers, buyers and others in the supply chain to be mindful of their actions.  “Copycat companies try to hide behind foreign entities that can pop up and down much like moles, in an attempt to evade legal actions,” continued Norman. “Unlike offshore manufacturers, retailers cannot hide from the courts by shutting their doors and opening up again next door. Given this, we’ve re-focused our strategy to target retailers, who often profit most by infringing our intellectual property.”


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