Just Play causes a Rukus with Diversity

Published on: 11th October 2022

RUKUSfx allows users to mix music through movement and will be supported by dance group Diversity with a host of online content.

Just Play has partnered with award winning dance group Diversity to promote the launch of the unique and innovative RUKUSfx. The handheld motion-controlled music mixer allows users to mix, move and create music through motion, using 120 music tracks and 80 sound effects. Using four simple movements: Swipe, Punch, Twist and Flick, the user’s own music tracks can also be uploaded to mix seamlessly with the device.

Diversity has used the device to create a custom mix that the group has then gone “full on Diversity” with in their new dance studio HQ. The content sees founding members Ashley Banjo, Jordan Banjo and Perri Kiely highlight the key features of the product before they get creative with RUKUSfx, joined by other members of Diversity as they dance to the tracks and have fun with the sound effects.

The content will be posted across all of Diversity’s social media platforms, which have nearly two million followers, and will also be shared by lead members of the group on their own social media accounts, maximising the potential reach of the brand. The content will later be available for retail partners to share on their social channels, as well as being used to lead the brand’s paid social campaign leading up to Christmas.

Katie Gritt, head of Marketing Communications at Just Play said: “Since we first saw the amazing RUKUSfx we knew there was one partner we had to collaborate with, and that was Diversity. Who better to understand and appreciate the unique features of the product and bring it to life perfectly than the UK’s leading dance group? They have used their creative genius to elevate this amazing product, through fun and exciting content which we are confident will resonate with audiences on all platforms and effectively create a ‘RUKUS’ online. It really is the perfect partnership.”

Ashley Banjo, founding member and creative director of Diversity said “RUKUSfx is amazing. It’s not just a toy, it’s a music lovers’ gadget. Enabling kids to have the freedom to mix music through movement as they wish, and let their imaginations run wild, is something Diversity whole heartedly supports. The creative possibilities are endless with this toy – Diversity are big fans of RUKUSfx.”

For more details on RUKUSfx, contact

To see RUKUSfx and Diversity in action, watch the video below.


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