What Roboshop does

Roboshop (legal entity Mk E-commerce LTDA) is a Brazilian direct-to-consumer e-commerce retailer founded in 2008 by CEO Rafael Oliveira and headquartered in Leme, in the interior of São Paulo state. The company specializes in educational robotics kits and STEM products for children and youth, operating exclusively through its own online storefront at roboshop.com.br. Its product portfolio spans multiple categories: programmable robotics kits (Maker Connect 52-in-1, Maker Neuron, Maker Fusion, ChallengeBot with infrared/ultrasonic sensors), the Turma da Mônica licensed character robotics line, MDF-based mechanical construction kits (Pequeno Cientista and combat car lines), WhalesBot early-childhood kits, the premium EBO FamilyBot AI-powered monitoring robot line, Arduino-compatible boards and sensors, Sonoff home automation, 3D pens, and drones/RC aircraft. Most programmable kits support block-based visual programming via companion mobile apps or Scratch on PC, targeting children aged 4+ through advanced skill levels.

The business model is straightforward hardware resale: Roboshop purchases kits and components (much of it Arduino-compatible OEM or character-licensed merchandise) and retails them at margin through its Brazilian e-commerce site, supported by phone, email, and WhatsApp customer service. Pricing ranges from approximately R$4 for small MDF kits to over R$10,000 for the premium EBO X FamilyBot, with installment payments up to 10x without interest. Customer segments are horizontal — primarily parents and families purchasing for children's STEM education, followed by schools and educators seeking classroom materials, and a secondary channel of small resellers and retailers. The company has no disclosed external funding, operates as a single-country business (Brazil), and has built 14+ years of brand recognition as a specialist educational robotics e-tailer, though it remains small in absolute scale with no publicly disclosed headcount or revenue figures.

Name

Roboshop

Legal name

Mk E-commerce LTDA

Website

https://roboshop.com.br

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Roboshop is a Brazilian direct-to-consumer e-commerce retailer founded in 2008 in Leme, São Paulo, that sells educational robotics kits, programmable STEM toys, Arduino components, and consumer robotics products to parents, schools, and educators across Brazil.

Ownership category

akta.pro rank

Product category

Educational Robotics Kits

NAICS

Hobby, Toy, and Game Retailers (459120)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Robotics Kits, Parts & Lab Equipment Providers (Education-Focused) (EDAMADAN)

akta.pro secondary industries

LEGO / Block-Based Robotics Programs (EDAMADAD), Educational & Hobby Robotics Kits (Consumer) (CRACARAG), Consumer Robotics Accessories & Consumables (Docking Stations, Filters, Brushes, Batteries) (CRACARAI)

Keywords

• Educational robotics kits
• STEM learning products
• Programmable robot kits
• Children electronics kits
• MDF mechanical kits

Headquarters

HQ city

Leme

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Product Sales - Educational Robotics Kits: Roboshop generates revenue through direct sales of educational robotics kits, sensors, Arduino-compatible boards, 3D pens, drones, and electronic components. The majority of products are one-time purchase hardware kits targeted at parents, schools, and educators for STEM education of children ages 4+. Pricing ranges from approximately R$4 to R$2,300 per item, with installment payment options up to 10x without interest.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Roboshop is a Brazilian e-commerce retailer that sells educational robotics kits, programmable robot kits, sensors, Arduino-compatible boards, 3D pens, drones, and STEM construction kits directly to parents, schools, and educators through its online storefront. Products span entry-level mechanical MDF kits to advanced programmable robots with sensors, app-based control, and Scratch programming, targeted at children ages 4 and up.

Product overview

Roboshop is an e-commerce retailer specializing in educational robotics and STEM kits for children and youth, founded in 2008 and headquartered in Leme, São Paulo, Brazil. The product portfolio spans multiple lines: (1) programmable robotics kit lines — Maker Connect (52-in-1), Maker Neuron (12-in-1), Maker Fusion (12-in-1), Maker Explorer (3-in-1), ChallengeBot with metal parts and multiple sensors, and various block-based building kits; (2) the Turma da Mônica-themed robotics line featuring licensed characters (Mônica, Cebolinha, Milena); (3) the PEQUENO CIENTISTA MDF-based science and mechanics kit series covering hydraulics, mechanics, electromagnetism, and physics; (4) combat car kits in MDF with remote control; (5) the EBO FamilyBot AI-powered home monitoring robot line; (6) WHALESBOT early robotics brand; (7) electronics including Arduino boards, sensors, jumper wires; (8) Sonoff home automation; (9) 3D pens; and (10) drones and RC aircraft. Most programmable kits support block-based visual programming via companion apps or Scratch on PC, targeting children aged 4+ through various skill levels.

Differentiator

Problem solved

Functional benefit

Products and services

• EBO FamilyBot Series AI-powered home monitoring robot line with 4K camera, AI-based pet monitoring, Wi-Fi connectivity, and smart home surveillance capabilities. Includes EBO X, EBO Air 2 Plus, EBO Air 2S, and EBO SE models targeting Brazilian consumers seeking premium AI home devices.
• Kit Robótica Maker Connect 52 em 1 Educational robotics kit enabling children to build 52 different projects using block-based construction, a pre-programmed controller board, 2 DC motors, a physical remote control, and a dedicated mobile app for block-based programming. Includes step-by-step instruction book.
• Kit Robótica Maker Neuron 12 em 1 Educational robotics kit with 12 buildable projects using block assembly, physical and app-based remote control, and block-based programming via a companion application. Includes motor, motor extender, controller board, and step-by-step instruction book.
• Kit Robótica Maker Fusion 12 em 1 Robotics kit supporting 12 projects with lithium battery power, motor, converter module, Bluetooth card reader, programming cards, programmable controller board, and motor extension. Includes linked line for autonomous mobile robot creation.
• Kit Robótica ChallengeBot Advanced educational robotics kit with metal structural parts, programmable controller board, infrared line-following sensor, ultrasonic distance sensor, battery case, wheels, screws, and cables, supporting maze navigation and obstacle avoidance challenges. Supports Scratch programming via app or PC.
• KITS ROBOLAB Line of robotics kits focused on block-based programming and remote control for children starting from age 4-6, with multiple kit variants of increasing complexity.
• Turma da Mônica Robotics Line Themed robotics kits featuring Turma da Mônica characters (Mônica, Cebolinha, Milena) for children ages 5+. Each kit includes a pre-programmed controller board, DC motors, and remote control, with project counts varying from 10 to 50 projects per kit.
• KITS EM MDF MDF-based robotics and STEM construction kits including combat vehicles (Killer Whale, Guillotines, Iron Rhino, Magic Mirror, Cavalier, Giant Spirit, Razor, Sailor), car assemblies, and traffic sets, all featuring remote control and suitable for children ages 6+.
• PEQUENO CIENTISTA Line of educational science and mechanics kits in MDF for children ages 5+ covering hydraulic excavators, mechanical balance, butterfly wing mechanisms, electromagnetic swings, floating compasses, balestra cars, 4x4 electric cars, oil machines, mechanical pliers, Hooke's law apparatus, fixed bars, magnetic pens, and biplane gliders. Also includes bundled box sets of 8 or 10 kits.
• WHALESBOT Brand line of robotics kits under the WhalesBot name, positioned for early-childhood robotics and programming education.
• Kit de Robótica Solar 14 em 1 Solar-powered robotics kit enabling 14 different solar-powered project builds to teach renewable energy concepts through hands-on construction.
• Kit de Robótica Carrinho com Programação e Controle Via APP APP-controlled robotics car kit that teaches children basic programming concepts through interactive smartphone/tablet control and customizable project challenges.
• Sonoff Smart Home Products Home automation products including Sonoff smart switches and IoT devices for residential home automation projects.
• Arduino Boards and Components Programmable microcontroller boards and related electronic components for robotics and IoT projects.
• Sensors and Cables Electronic sensors and connection cables, including Arduino-compatible jumper wires in various configurations for robotics project assembly.
• 3D Pens 3D printing pens for children enabling creative 3D drawing and design activities.
• Drones and RC Airplanes Drone and remote-controlled airplane products for aerial robotics and RC hobby activities.
• Enabot Robo Pet Enabot home robotic pet products offered via the Roboshop storefront as a category addition.
• Box Pequeno Cientista Kits Bundled Pequeno Cientista kit boxes containing 8 or 10 educational science and mechanics kits targeted at schools, educators, and resellers.

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Robocore: Brazilian educational robotics retailer and distributor carrying Arduino-compatible kits and STEM platforms for schools and hobbyists across Brazil. Competes head-to-head in the same niche.
• FilipeFlop: Brazilian e-commerce retailer specializing in Arduino boards, sensors, robotics kits, and maker/STEM education products for the Brazilian market. Operates the same DTC model from a similar geographic base.
• Kiwi Complete (Kiwi Computação): Brazilian retailer of educational robotics, Arduino boards, sensors, and STEM kits targeting schools and parents. Directly comparable to Roboshop's offerings and customer base.
• Multilógica Shop: Brazilian e-commerce retailer focused on Arduino-compatible electronics, educational robotics kits, and STEM learning products for schools and hobbyists. Closely mirrors Roboshop's product mix and target customer.

Broad incumbents

• ELEGOO: Global manufacturer of Arduino-compatible kits, smart robot car kits, and STEM educational robotics kits sold through Amazon and own channels. Competes with Roboshop's broader product line, particularly the Arduino and programmable categories.
• Makeblock: Global educational robotics platform offering block-based programming kits (mBot, Codey Rocky) and STEAM classroom solutions. An established brand that competes for the same school and parent segments as Roboshop.
• LEGO Education: Established global education arm offering block-based robotics and STEAM learning kits (WeDo, SPIKE, Mindstorms) targeting schools and parents. Competes for the same STEM education budget Roboshop's customers allocate.

Regional players

• Baú da Eletrônica: Brazilian e-commerce retailer of Arduino, robotics, sensors, and educational electronics kits for hobbyists and schools. Direct Brazilian regional peer with overlapping catalog and target customer.

Emerging players

• Enabot: AI-powered home companion/pet robot brand whose EBO FamilyBot line is carried by Roboshop. While currently a product partner, Enabot is expanding its own DTC presence and could become a competing brand for premium home-robot spend in Brazil.
• WhalesBot: Education-focused robotics kit brand for early childhood and primary-school coding/robotics. Already carried by Roboshop as a product line; an emerging player that could turn direct competitor as it grows.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/roboshop-ecommerce

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Roboshop