Zuru launches Robo Alive Dragon

Published on: 1st May 2019

Launching from June, Robo Alive Dragon is set to be the brand’s most sophisticated character yet.

Zuru is expanding its successful IP, Robo Alive, with Robo Alive Dragon.

Available in a choice of two characters – Fire Breathing Dragon and Ice Blasting Dragon – enhanced robotic technology allows the dragons to walk, roar, gnash their teeth, rotate their heads and move their wings, as well as breath fire or blast ice thanks to an LED inside their mouths.

Zuru’s well-established Robo Alive brand currently includes the best-selling Robofish alongside the Attacking T-Rex, Crawling Spider and Creepy Cockroach. All products in the range utilise the latest in robotic technology whilst retaining an affordable price point.

“Robo Alive Dragon is set to be the most exciting addition to the range yet,” comments Renee Lee, global marketing director, Zuru. “2019 has already witnessed some huge tentpole entertainment events centred around dragons, so we expect this will be a super hot item. We wanted to bring to life the battle between Fire and Ice and make this the perfect gift for under the Christmas tree. Housed in a huge box for only £24.99, the team have done a phenomenal job in creating a product that is true to the Robo Alive brand, which brings customers exciting, innovative robotic toys at unbeatable prices.”

Robo Alive Dragon is being supported with extensive TV, digital and social campaigns plus in-store activations to bring the product to life.

For FOB sales enquiries, please contact Geemac: +44(0)1604 401 719 / For domestic sales, please contact Tobar on 01603 397105 or email


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