SmartMax, the brand behind the award-winning pre-school magnetic construction range, announces the arrival of Roboflex, two new toy sets that give children the chance to get creative to bend, extend and flex their bots into new forms.

Set to be a bestseller for the brand, Roboflex has already been given the nod from the toy industry, as it was selected as one of Toy Fair’s Hero Toy winners for 2022. This is a real coup for the brand, as the winners of this prestigious accolade have been picked from hundreds of entries by a judging panel of toy experts. Giving robots a magnetic makeover, the launch of Roboflex is a smart move for the brand.

Suitable for ages 3+, Roboflex proves robots can be flexible and lots of fun! Little ones can enjoy getting creative as they make their own colourful, crazy robots. The 12 piece set features new flexible, extendable magnetic bars that will add an extra dimension to the SmartMax playset. Budding robotics can choose their parts and then bend, extend, assemble and play!

The set includes an inspirational poster to follow, or little ones can create the crazy robot from their own imagination. Helping to develop fine motor skills and stimulate fantasy play – will your robot fly, jump, grab, wobble or drive? With Roboflex, littles ones decide!

For added robotic fun, Roboflex Plus allows you to make even more robofriends. The twenty-piece set offers budding creators even more parts to bend and flex to make a whole army of robots! The unique magnetic parts, bend and extend for hours of play and they work seamlessly with the core SmartMax range, to add an extra dimension to the wider construction toy.

Commenting on the launch of Roboflex, Karen Clarke, UK Brand Director for Smart Toys and Games said:

“We are so excited to launch Roboflex – having already been recognised by the toy industry as a hero toy for 2022, we are expecting this set to be another top-seller with our customers. Today’s generation of children have a growing interest in machines, so the SmartMax take on robots will give them a new dimension to play and discover – allowing them to get creative, building robofriends imagined from their own minds! Promising to have little ones engaged for hours, this set is so much fun and provides fantastic play value.”

Introducing young children to the world of magnetism, SmartMax also encourages logical thinking, motor skills and imaginative play from the very beginning. The simple, yet effective design of SmartMax engages young minds providing them with a platform to build their own unique constructions in a multitude of ways.

Sales enquiries are to be sent to or call +44 (0)1903 885669

About SmartMax

SmartMax is the multi award-winning pre-school magnetic construction system which allows children aged 1year+ the chance to explore the fascinating world of magnetism in a fun and safe way. The products are safe and durable and made from the highest quality materials, the magnets are incredibly strong and can carry up to 60 times their own weight.

Each SmartMax magnetic bar features unique colour codes, the blue, green and purple bars attract while the warm colours of red, orange and yellow repel. The giant parts are ideal for young children and allow them to easily create the most amazing and colourful super-sized structures. The SmartMax range offers a whole universe of compatible building sets, vehicles and accessories for never ending play.

Features and benefits:
  • Magnetic discovery for little hands, click and go
  • Educational STEM toy
  • Extra-large magnetic pieces that cannot be swallowed
  • Encourages creative play, reinforces motor play and encourages storytelling
  • Extra-large soft touch animal parts
  • All parts are 100% compatible with all other SmartMax sets
  • SmartMax complies with EN71 safety requirements
  • Suitable for ages 1.5 – 5 years
SmartMax stimulates:
  • Hand-eye coordination
  • Logical thinking
  • Colour recognition
  • Form recognition in 3D
  • Playing together
  • Counting
  • Motor skills
  • Creativitys

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