A new set of wheels is coming to the US market soon. Spinnovation is a Dubai-based company specializing in bicycles and scooters. The company first launched in 2009 and has become a well-known brand in the Middle East and North Africa market, with popular licenses such as Marvel, Nickelodeon and Disney. However, its original products were also hugely successful. Now, the company is looking to expand into the Americas.
“We have been very successful in building a moat,” said Rajeev Bhatia, managing director of Spinnovation. “If you come to the Middle East, you won’t find anyone else’s products. There are some established suppliers from the West who have been here before us. Here, ultimately, they lose shelf space because we’re really good at what we do.
Since the company’s pop culture licensing deals don’t extend to the North American market, Spinnovation is focusing on launching its Lit line, with plans to expand into the United States. However, instead of standard LEDs, these rides feature what Spinnovation calls “Lava Technology,” which features a seamless flow of glowing color.
It’s attractive; you can see it from a distance. The brand’s branding is very simple, “Lit,” which means – it’s lit. This lingo is very kid-friendly and bold; it’s in your face. There’s not a lot of clutter on the packaging and it’s a simple item. It’s just a light scooter but with better lights, that’s it.
Spinnovation previewed its products in the U.S. for the first time at last year’s Fall Toy Preview event in Los Angeles.
“We chose the September show because Lit has reached a level of maturity and the packaging is beautiful; we have already tested it in the Middle East and Africa. “It is Toys R Us’ No. 1 selling item in the Middle East and is currently sold at Walmart It has been a huge success with our South African partner Makro and we are confident that our range will perform well regardless of geography.
There are risks inherent in entering any new market, but Spin Innovation has been warmly welcomed in the City of Angels. Now, the company has signed representation agreements for North and South American countries.
“We were not disappointed,” Bhatia added. “We had a great turnout. I was lucky enough to have friends who introduced me to at least 50 patrons. I saw one of the best shows I could imagine because we covered almost the entire North and South American continent.
For more information, visit spinnovationhub.com.
A version of this feature was originally published in The Toy Book’s 2025 International Innovation Issue. Click here to read the full article! Want to receive a printed copy of The Toy Book? Click here to view subscription options!
