RobotiX
RobotiX is a Mexican educational technology company founded in 2006 that designs STEM, robotics, and programming curricula through its proprietary RobotiX in the Box Method and serves as the authorized distributor of LEGO Education across all 32 Mexican states, serving public and private schools.
- Company typePrivate
- Founded2006
- HeadquartersAlvaro Obregón, Mexico
- Headcount51–100
- GTM typeB2B
- OfferingServices
What RobotiX does
Mexican educational technology organization founded in 2006 and operated as Grupo RobotiX through two entities — RobotiX (commercial arm) and Fundación RobotiX (non-profit foundation) — designing and delivering STEM, robotics, electronics, and programming education for preschool through upper-secondary students across all 32 Mexican states. Its proprietary "RobotiX in the Box Method" is a three-level, materials-based curriculum targeting secondary and upper-secondary students, integrating LEGO EV3, Arduino-based Frogduino platforms, hands-on electronics, and project-based learning; since 2019, RobotiX has additionally operated as the authorized LEGO Education distributor in Mexico, selling SPIKE Prime, SPIKE Essential, STEAM Park, Coding Express, Ciencias, and Tecnología e IA kits alongside curriculum-aligned lesson plans. The technology layer is fundamentally educational robotics and STEAM pedagogy built on top of LEGO Education's Scratch-based drag-and-drop programming environments and Coding Canvas app, not internally developed proprietary software.
Revenue is generated across four primary streams: (1) per-unit hardware distribution of LEGO Education kits (SPIKE Prime at promotional $695 USD, SPIKE Essential at $535 USD, Expansion Set at $234 USD), (2) RobotiX in the Box program licensing sold as integrated equipment-plus-curriculum-plus-training packages to schools, (3) recurring FIRST LEGO League registrations with tiered Early Bird / Pre-Registration / Regular windows, and (4) LEGO Academy teacher training at $2,340 MXN per educator with group discounts. Go-to-market relies on direct field sales to schools, government partnerships across 28 state education secretariats, corporate donor and foundation channels (LEGO Foundation, W.K. Kellogg, Global Giving, Fondo Unido México with corporate donors Caterpillar, 3M, Lenovo, Valero), and event-driven demand from FIRST LEGO League national championships. Customer segments span private schools (Liceo Hispanoamericano, Colegio Monte Sinaí, Colegio Greenland, Lasalle, Oxxo School of MTY, Cedros International, and others), the 28 Secretarías de Educación Estatales across 32 states, underserved public schools and indigenous communities, and corporate partners (Ford Escuelas, Kenworth Paccar, Disney Latin America, John Deere MX, Google). The company has reached a cumulative 900,000+ students and 20,000+ teachers over 19 years.
RobotiX firmographics
Firmographics- Name
- RobotiX
- Legal name
- MICROBOTIX
- Website
- https://soyrobotix.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- RobotiX is a Mexican educational technology company founded in 2006 that designs STEM, robotics, and programming curricula through its proprietary RobotiX in the Box Method and serves as the authorized distributor of LEGO Education across all 32 Mexican states, serving public and private schools.
- Ownership category
- akta.pro rank
RobotiX industry classification
Industry- Product category
- STEM Education & Robotics Training
- NAICS
- Hobby, Toy, and Game Retailers (45912), Doll, Toy, and Game Manufacturing (33993)
- SIC
- Retail-Hobby, Toy & Game Shops (5945), 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), Competition Robotics Teams & Coaching (FLL/FTC/FRC, VEX) (EDAMADAE), STEM & Educational Toys Distribution (CRAOAMAF)
Keywords
Where RobotiX is headquartered
LocationHeadquarters
- HQ city
- Alvaro Obregón
- HQ country
- Mexico
- HQ region
- Latin America
Offices1 record
Markets served
RobotiX business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Marketing or Sales, Operations, Technology or R&D
Revenue model
- LEGO Education Product Distribution: RobotiX sells LEGO Education hardware (SPIKE Prime, SPIKE Essential, Science kits, Technology & AI kits, STEAM Park, Coding Express, etc.) to schools, educators, and institutions across Mexico as an authorized distributor since 2019. Revenue is generated on a per-unit basis with pricing published in USD, available with volume discounts for groups.
- RobotiX in the Box Program Licensing: The proprietary RobotiX in the Box (Method) program is sold to schools as an integrated educational solution including equipment, educational materials, training, follow-up support, and event participation. Billed as a per-school or per-student program package.
- FIRST LEGO League Registration and Events: Schools and teams pay registration fees to participate in FIRST LEGO League programs (Explore, Challenge) in Mexico. The program includes tiered registration pricing (Early Bird, Pre-Registration, Regular) and events at school, national, and international levels.
- LEGO Academy Teacher Training: RobotiX delivers professional development training for teachers using LEGO Education solutions. Courses are led by Certified LEGO Education Trainers and are priced at $2,340 MXN per person with special group pricing available.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | SPIKE Essential — Primary level robotics set |
| Unit Pricing | Pay-as-you-go | SPIKE Prime — Upper primary and secondary robotics set |
| Unit Pricing | Pay-as-you-go | SPIKE Prime Expansion Set — Advanced robotics extension |
| Unit Pricing | Pay-as-you-go | LEGO Academy Teacher Training — Per-person professional development course |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
RobotiX product offering
Product offeringCore offering
RobotiX designs and delivers STEM, robotics, electronics, and programming educational programs for schools and learning centers in Mexico. As an authorized distributor of LEGO Education since 2019, it sells LEGO Education hardware and curriculum (preschool through secondary). It also operates its proprietary RobotiX in the Box Method program and the Mexico chapter of FIRST LEGO League, along with LEGO Academy teacher training.
Product overview
RobotiX is a Mexican educational technology organization that operates as both a distributor of LEGO Education products and a developer of proprietary educational programs focused on STEAM, robotics, electronics and programming. The core offerings include the RobotiX in the Box program for secondary/high school students and LEGO Education solutions (SPIKE Prime, SPIKE Essential, STEAM Park, Coding Express, Ciencias, Tecnología e IA) spanning pre-school through secondary. Additional programs include FIRST LEGO League international competitions and LEGO Academy Teacher Training for educator professional development. The company also offers supplementary courses in LEGO EV3 robotics, Frogduino (Arduino), video game development, and entrepreneurship for various educational levels.
Differentiator
Problem solved
Functional benefit
Brands
- RobotiX in the Box: Mexican educational program designed for the development of STEAM skills, robotics, electronics, and programming for secondary and upper secondary students
- FIRST LEGO League
Products and services
- RobotiX in the Box (Method) A 100% Mexican educational program for developing STEAM, robotics, electronics, and programming skills in secondary and upper-secondary students. Delivered as a materials box with three progressive levels, teacher training, follow-up support, and event participation.
- LEGO Education Tecnología e Inteligencia Artificial Educational solution teaching technology and AI concepts including basic programming sequences, hardware components, events, loops, conditional structures, variables, functions, and AI data classification through hands-on activities for ages 5+, 8+, and 11+.
- LEGO Education Ciencias 120 inquiry-based science lessons aligned with national and international curricula, designed for primary and secondary students through interactive and collaborative scientific investigations.
- LEGO Education SPIKE Essential STEAM learning tool for primary students ages 6+ with 449 LEGO elements, software programming, and 40+ lessons of 45 minutes each. Develops computational thinking, technical design process, and socio-emotional, linguistic and mathematical skills.
- LEGO Education SPIKE Prime STEAM learning tool combining LEGO building elements with easy-to-use hardware and Scratch-based drag-and-drop programming for students ages 10+. Includes 523 pieces, storage box, and 4 curriculum-aligned lesson plans covering engineering and computer science.
- LEGO Education STEAM Park Early STEAM learning set for ages 3-5 with 295 LEGO DUPLO elements and 8 sessions. Develops understanding of gears, motion, measurement and problem-solving through exploration and collaborative play.
- LEGO Education Coding Express Basic coding skills learning set for ages 2-5 with 234 LEGO DUPLO elements, motor with color sensor, 5 colored bricks, free app, and 8 lesson activities. Teaches sequences, loops, conditional coding, collaboration and critical thinking.
- FIRST LEGO League Explore International program for children ages 6-10 developing STEM interest through practical learning. Participants learn engineering fundamentals while exploring real-world problems, designing, programming and creating solutions with LEGO Education materials.
- FIRST LEGO League Challenge International robotics and STEM challenge for ages 9-16. Participants explore real-world themes while developing programming, mechanics, research, creativity, teamwork, innovation and communication skills.
- LEGO Academy Teacher Training Professional development program for educators led by Certified LEGO Education Trainers. 6-hour virtual training covering pedagogy, STEM concepts, 21st century skills, classroom management, and LEGO Education product implementation. Priced at $2,340 MXN per person.
Quantifiable outcome
- 88% increase in interest in STEAM careers among FIRST LEGO League participants
- +7 more outcomes
Companies that use RobotiX
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles3 records
RobotiX technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
RobotiX partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core, major and minor.
- LEGO EducationcoreSince 2019, RobotiX has been an Authorized Distributor of LEGO Education in Mexico, offering the full range of LEGO Education solutions (preschool through secondary) to schools and educators across Mexico. This is a foundational commercial partnership that anchors RobotiX's product portfolio alongside its own programs.
- FIRST (For Inspiration and Recognition of Science and Technology)coreFundación RobotiX operates FIRST LEGO League in Mexico as the national operator, managing programs for 40,000+ students and 1,000+ schools. FIRST LEGO League includes three tiers: Explore (ages 6–10), Challenge (ages 9–16), and Discover (ages 4–6). The global program is present in 110+ countries with 679,000+ annual participants.
- Fondo Unido MéxicocoreFive-year partnership (2023 marked the fifth school cycle) supporting STEM programs in 95+ public schools and community centers. Corporate donors include Caterpillar, 3M, Lenovo, and Valero. Fondo Unido coordinates corporate social investment for RobotiX's public school outreach.
- 28 Secretarías de Educación EstatalescoreState education secretariats across Mexico partner with Grupo RobotiX to implement STEM programs in public schools. In the 2023–2024 cycle, these partnerships covered schools in all 32 Mexican states, benefiting 1,500 schools and 100,000+ students.
- Google and Secretaría de Educación Pública (SEP)coreAlliance to deliver the 'Sé genial en Internet' (Be Internet Awesome) digital safety program using Google's Interland interactive game. Reached 55,000 children and 3,000 teachers in 1,247 primary schools across 12 states (Hidalgo, Guerrero, Chiapas, Estado de México, CDMX, and others) as part of Mexico's Agenda Digital Educativa.
- Ford MéxicomajorFord México's Civic Committee and dealers partner with RobotiX to implement FIRST LEGO League in 60 Ford schools, with a focus on gender equity. Ford's work is aligned with OECD findings showing only 13% of parents expect daughters to pursue STEM careers vs. 35% for sons.
- Kenworth Paccar MéxicomajorKenworth Paccar México partners with RobotiX to bring FIRST LEGO League and RobotiX in the Box to students in their community, supporting talent development for nearshoring opportunities in Mexico.
- The Walt Disney Company Latin AmericamajorDisney Latin America collaborated with FIRST and Fundación RobotiX on the 2020 FIRST LEGO League Mexico National Championship (66 teams from 20 states). The Star Wars: Force for Change initiative supported scholarships for 300+ public schools to participate.
- LEGO Operaciones de MéxicomajorLEGO Operations Mexico is a key collaborator in the FIRST LEGO League Mexico National Championship, alongside FIRST, Fundación RobotiX, PrepaTec, and John Deere MX.
- PrepaTecminorPrepaTec (Tecnológico de Monterrey) hosted the 2020 FIRST LEGO League Mexico National Championship in Monterrey and collaborates as a venue and organizational partner.
- John Deere MXminorJohn Deere Mexico co-sponsored the 2020 FIRST LEGO League Mexico National Championship as part of its STEM education outreach and workforce development initiatives.
- CONOCER (Consejo Nacional de Normalización y Certificación de Competencias Laborales)majorCONOCER partnered with RobotiX, Movimiento STEM A.C., and ILCE to form the 'Ecosistema STEM' Competency Management Committee, developing labor competency standards for STEM education that will allow teachers and professionals to certify their pedagogical practice.
- Movimiento STEM, A.C. and Instituto Latinoamericano de la Comunicación Educativa (ILCE)majorAlongside CONOCER and RobotiX, these institutions formed the STEM Ecosystem Committee to develop competency standards for STEM education in Mexico, setting a precedent for Latin America.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
RobotiX competitors and assessment
Company assessmentDirect peers
- Sphero: Educational robotics and STEM learning company (Sphero BOLT, Indi, RVR) with curriculum and teacher training for K–12 classrooms. Direct competitor in the educational robotics kits category that RobotiX distributes and programs around in Mexico.
- Wonder Workshop: US-based maker of Dash, Dot, and Cue educational robotics kits with companion coding apps (Blockly, Wonder) for K–12 STEAM classrooms. Directly competes with LEGO Education SPIKE offerings in the same school-channel market that RobotiX serves in Mexico.
- VEX Robotics: Provider of VEX IQ, VEX V5, and VEX GO robotics platforms plus the VEX Competition ecosystem used in schools worldwide. Directly comparable to RobotiX's competition robotics and classroom robotics kit offerings.
- Makeblock: China-based STEAM education platform (mBot, Codey Rocky, CyberPi) with hardware kits, software (mBlock), and the MakeX competition. Comparable to RobotiX in delivering integrated robotics + programming + curriculum for K–12 schools.
Broad incumbents
- FIRST (For Inspiration and Recognition of Science and Technology): Operator of the FIRST LEGO League, FIRST Tech Challenge, and FIRST Robotics Competition globally. RobotiX operates the Mexico chapter of FIRST LEGO League through Fundación RobotiX, making FIRST both the global program licensor and the most direct institutional peer in competition robotics.
- LEGO Education: Global leader in educational robotics kits and STEAM curriculum (SPIKE Prime, SPIKE Essential, STEAM Park, Coding Express). RobotiX is an authorized Mexican distributor of LEGO Education products, making LEGO Education both a critical partner and the broader incumbent whose product ecosystem RobotiX commercializes locally.
Emerging players
- Code.org: Non-profit provider of free K–12 computer science curriculum with school-district partnerships. Comparable to RobotiX in the public-school STEM/CS curriculum deployment model and government partnership GTM.
- Tynker: K–8 coding and STEM learning platform with curriculum, teacher tools, and robotics integrations. Adjacent competitor for the programming/digital curriculum portion of RobotiX's RobotiX in the Box offering.
- Hummingbird Robotics: Educational robotics kit provider (Hummingbird Bit) used in schools for STEAM and creative engineering projects. Comparable niche player in the educational robotics kits category that RobotiX distributes in Mexico.
Regional players
- Edelvives: Spain-headquartered educational publisher with strong LATAM presence, listed as a RobotiX partner. Comparable as an integrated publisher-distributor of educational content to schools in Spanish-speaking markets, representing both a partnership channel and adjacent competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
RobotiX social profiles
Digital presenceRobotiX financial estimates
Financial estimateRevenue estimate
Valuation estimate
RobotiX leadership team
Management profileNumber of profiles
Profiles1 record
RobotiX subsidiaries and ownership
Company hierarchySubsidiaries1 record
RobotiX funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RobotiX M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about RobotiX
What does RobotiX do?
RobotiX designs and delivers STEM, robotics, electronics, and programming educational programs for schools and learning centers in Mexico. As an authorized distributor of LEGO Education since 2019, it sells LEGO Education hardware and curriculum (preschool through secondary). It also operates its proprietary RobotiX in the Box Method program and the Mexico chapter of FIRST LEGO League, along with LEGO Academy teacher training.
Is RobotiX a public or private company?
RobotiX is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was RobotiX founded?
RobotiX was founded in 2006. It employs 51 to 100 people.
Where is RobotiX based?
RobotiX is headquartered in Alvaro Obregón, Mexico, in the Latin America region.
How does RobotiX make money?
Four revenue lines are on record. LEGO Education Product Distribution is the primary driver. The others are robotiX in the Box Program Licensing, FIRST LEGO League Registration and Events and LEGO Academy Teacher Training.
Who are RobotiX's main competitors?
Direct peers on record are Sphero, Wonder Workshop, VEX Robotics and Makeblock. Broad incumbents are FIRST (For Inspiration and Recognition of Science and Technology) and LEGO Education. Emerging players are Code.org, Tynker and Hummingbird Robotics. Edelvives is listed as a regional player.
Does RobotiX have an API?
No public API is recorded for RobotiX.
What industry is RobotiX in?
RobotiX's product category is STEM Education & Robotics Training. Its primary akta.pro industry code is EDAMADAN, Robotics Kits, Parts & Lab Equipment Providers (Education-Focused), with a secondary code of EDAMADAD, LEGO / Block-Based Robotics Programs. Its NAICS code is 45912 and its SIC code is 5945.