Market Overview

STEM Education Toy Company Microduino Aggressively Expands Nationwide Retail Presence and Product Distribution with Addition of Fry's Electronics to Growing List of Retail Partners


Highly-Regarded PC and Consumer Electronics Retailer to Sell Four
Microduino STEM Education Toys, Project Kits Through and All 34
Brick-and-Mortar Stores; Deal Strongly Positions Microduino for
Direct-to-Consumer Sales Success During Important Back-to-School and
Holiday Shopping Seasons

, an award-winning global designer, developer, manufacturer, and
seller of LEGO®-compatible stackable electronic building
blocks, related components, and in-class science, technology,
engineering and mathematics (STEM) learning systems, today announced it
has signed an agreement with San Jose, Calif.-based Fry's
, one of America's leading personal computer (PC) and
consumer electronics retailers, through which the chain will sell four
Microduino STEM education toys via
and all 34 of its brick-and-mortar locations in nine states.

The new Fry's partnership aggressively expands Microduino's nationwide
retail presence and direct-to-consumer (DTC) product distribution, and
further demonstrates the company's ongoing traction with major,
high-profile retail brands strategically invested in offering
cutting-edge STEM education toys and learning systems to their
respective customers. The company already sells its products through
Barnes & Noble and Amazon. In addition, the increased Microduino product
availability through Fry's and other widely-accessible retail channels
strongly positions the company for robust consumer sales during the
critical back-to-school and holiday shopping periods, the two largest
sales seasons of the year.

The agreement calls for Fry's to sell four Microduino offerings,
including its best-selling Itty Bitty City project kit, as part of the
retailer's ever-growing assortment of STEM education toys and
instructional products targeted at children, parents, and
highly-passionate makers, inventors, hobbyists, and electronics

"This deal with Fry's Electronics is a crucial component of Microduino's
consumer marketing strategy, and another important step forward in
making the company's STEM education products more broadly available and
accessible to children, parents, and hobbyists through high-volume
retail channels," said Bin Feng, co-founder and chief executive officer
of Microduino, and a principal architect of the underlying technology
and hardware platform contained in the products sold at Fry's. "As STEM
education continues to gather momentum in U.S. schools and around the
world, access to affordable, high-quality STEM education toys and
learning systems, such as those from Microduino, both in and out of the
classroom is critical to preparing current and future generations of
scientists, technologists, and engineers. Our colleagues at Fry's share
this vision and commitment, and that accounts for the retailer's
extraordinary interest in this rapidly-growing space and its willingness
to add Microduino to its product mix in this area."

"As a retailer with a long history of catering to technology
professionals and electronics enthusiasts of all ages, Fry's believes
the STEM education toy category is poised for accelerated growth and
mass-market adoption," said John Fry, co-founder and chief executive
officer of Fry's Electronics. "As a result, the company is investing
heavily in this area by building out prominent in-store and online
displays of related products, identifying high-quality offerings that
meet Fry's exacting standards, actively promoting these products through
multiple marketing channels, and forging distribution relationships with
innovative, reputable original equipment manufacturers (OEMs) such as
Microduino. We expect STEM education toys from Microduino and other
developers to be hot sellers during this year's back-to-school and
holiday shopping seasons."

Product Descriptions, Pricing and Availability
following four Microduino products are now available at all 34 Fry's
stores and online at

  • Itty Bitty City (IBC): Created for hobbyists, makers,
    inventors, and tinkerers, Microduino's best-selling Itty Bitty City is
    a fun-filled collection of sensors, accessories, and mCookie modules,
    easy-to-use, LEGO®-compatible, and stackable electronic
    building blocks that act as the core technology of all Microduino
    products. Creators use these components to build eight cool and
    exciting projects, such as a windmill, lighthouse, night light, piggy
    bank, and music box. Because of its fun and unique applications, Itty
    Bitty City is also widely used by students and teachers within
    schools' STEM/STEAM programs.
    Price: $129.00
  • 102 Basic Kit: Microduino's 102 Basic Kit is a
    do-it-yourself, easily-connectable, modular electronics kit that
    contains a set of beginner-friendly mCookie modules. With other
    components such as a LED light, buzzer, and light and touch sensors,
    this product is perfect for beginners who want to learn more about
    product design, coding, and electronics. The Basic Kit introduces
    novices to the world of coding via easy-to-learn, drag-and-drop
    platforms Scratch and Mixly, which make programming fun and simple.
  • 202 Advanced Kit: Building on the skills learned in the Basic
    Kit, Microduino's 202 Advanced Kit is a fun, exciting and
    multi-faceted project collection designed for every level of maker,
    from beginner to expert. This product contains all of the Basic Kit's
    components, plus even more cool mCookie modules and sensors, including
    a remote control, microphone, infrared receiver, and joystick, to
    design and build more sophisticated projects. In addition, the
    Advanced Kit offers an Audio Pro module, which allows makers to add
    sound and music to their designs, and an OLED screen display for
    showing off eye-popping visual effects with each creation. As with the
    Basic Kit, the Advance Kit's projects can be programmed and modified
    using Scratch and Mixly.
    Price: $209.00
  • 302 Expert Kit: The company's largest collection of mCookie
    modules and sensors, Microduino's 302 Expert Kit presents nearly an
    endless array of project design possibilities limited only by one's
    imagination and creativity. With tons of components to choose from,
    this product also adds motors to put projects in motion; a motion
    module to detect movement and orientation with its built-in gyroscope
    and accelerometer; and a WiFi module which connects designs online to
    create Internet of Things (IoT) applications.
    Price: $359.00

Microduino, Itty Bitty City, mCookie, mPie and mPuzzle are registered
trademarks of Microduino, Inc.

All other company names,
product titles, publisher names, trademarks, artwork, and associated
imagery are trademarks, registered trademarks, and/or copyright material
of their respective owners.

About Microduino, Inc.

Founded in 2012, and based in Westlake Village, Calif., Microduino is an
award-winning global designer, developer, manufacturer and seller of
stackable electronic building blocks, related components, and in-class
science, technology, engineer and mathematics (STEM) learning systems
which encourage and enhance inventors' creativity, imagination, and
ingenuity through project-based learning. With tailored STEM/STEAM
offerings for individual consumers and schools, Microduino offers a
broad range of modules, sensors, and project kits which improve critical
thinking and problem-solving abilities, while enabling inventors to
bring their inspirational and pioneering creations to life. Because of
their ease of use, unique patented hardware design, and nearly unlimited
applications and configurations, Microduino products have spawned a
passionate and highly-innovative worldwide community of students,
faculty members, makers, engineers, and electronics enthusiasts of all
ages, backgrounds, and skill sets. For more information, please visit,
and follow the company on Facebook,
and YouTube.

About Fry's Electronics

Based in San Jose, Calif., and one of America's leading retailers of
computers and consumer electronics products, Fry's Electronics was
founded in 1985 as a Silicon Valley retail electronics store to provide
a one-stop-shopping environment for the high-tech professional. Fry's is
home of fast, friendly, and knowledgeable service, and continues to keep
technology professionals supplied with products representing the latest
technological trends and advances in the electronics marketplace. Fry's
retails over 50,000 electronics items within each of its 34 stores
located in nine states. For more information, please visit,
and follow the company on Facebook,
and YouTube.

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