Using engineering technology, the robotic toys mimic the actions of real insects by reacting to their environment, and the brand has a significant retail and online audience.
The PR and digital agency won the account, previously handled by Cohn & Wolfe, following a three-way pitch. Innovation First sought fresh PR support in order to launch four major product lines ahead of Christmas.
The brief, which starts immediately, encompasses a mixture of digital marketing, consumer and trade media relations, experiential activity and celebrity seeding, all focused on the science behind the Hexbug product range.
The agency will be promoting the latest Hexbug: Nano v2 and brand extensions including Aquabot and Tagamoto.
Smoking Gun will report to head of marketing Heather Corbett, who said: ‘We sought a hands-on agency that really understands our target audiences and that also "gets" us as a business and why we’re so different to any other manufacturer.’
Other accounts won by Smoking Gun this year include Red Bull, Abellio/Merseyrail, Harrison Hetherington Group, MySocialPetwork and Valour Finance.