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March 1, 2013

HEXBUG’s crawling into happy meals

GREENVILLE — Toys found in McDonald’s Happy Meals are hitting close to home this month.

From now until March 21, a HEXBUG will be included with each boys meal.

HEXBUGs are robotic creatures, designed by Innovation First International (IFI), that react to their environment or user control.

According to IFI, the HEXBUG toys are designed to foster children’s creativity and develop their fine-motor skills and hand-eye coordination.

Bob Mimlitch, co-founder of Innovation First International, said that millions of HEXBUGs are being produced in the four week span.

“This is a great milestone for Innovation First,” he said.

The six varieties of HEXBUGs will be in every boys meal in the United States, Canada and Puerto Rico.

McDonald’s is supporting the program with commercials, merchandising and custom packaging, along with advertising it online.

The company celebrated the accomplishment by purchasing happy meals, along with other hamburgers, for the employees’ lunch yesterday.

Innovation First International is a privately held corporation that was founded by Tony Norman and Bob Mimlitch in 1996.

It is headquartered in Greenville on Interstate 30.

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