In the face of toy industry Goliaths Mattel, Hasbro, Lego and others, the Texas-based Innovation First International (IFI) continues to take the industry by storm with its popular line of Hexbug Micro Robotic Creatures. During the 2011 holiday season, IFI continued to break convention and innovate with a season’s greetings feel-good brand message that included the complete family of Hexbug products in a commercial lovingly nicknamed, 'The Bugcracker Suite'. The ad represents a significant departure from industry norm in 3 key ways:1) Toy companies do not do pure brand advertising. They drive their brands with product feature advertising;2) Toy companies do not show products in adverts without detailed features and benefits;3) Toy companies include children playing with the toy and having fun.This ad breaks all conventional rules for toy advertising, yet wins big in the market.