Fuhu

About Fuhu

Fuhu Inc. was a company specializing in technology products for children, most notably the Nabi series of Android tablets. Founded in 2008 by Robb Fujioka and brothers Steve and John Hui, the company initially developed software, including a parent-controlled internet environment for kids called Fooz Kids. The founders combined the first two letters of their last names to create the company name, "Fuhu". John Hui, who had previously co-founded eMachines, advised the company to focus on software, but Fuhu pivoted to hardware manufacturing following the success of Apple's iPad.

The company's core product was the Nabi tablet, a durable, rubber-protected Android device designed specifically for children. It featured robust parental controls, pre-loaded educational software, games, and licensed content from partners like Disney, Nickelodeon, and DreamWorks. Fuhu's business model included selling a range of tablets for different age groups (toddlers to pre-teens) and generating significant revenue from accessories like headphones, carrying cases, and customizable rubber blocks called KINABI. The company also launched a subscription service, Nabi Pass, for exclusive content. Fuhu's products were sold through major retailers like Walmart, Target, and Best Buy.

Fuhu experienced a period of explosive growth, being named America's fastest-growing private company by Inc. Magazine in both 2013 and 2014, with revenues reaching $195.6 million in 2013. However, the company's rapid expansion was poorly managed. Financial troubles arose from high debt, a high burn rate, and a critical dispute with its primary manufacturer and investor, Foxconn, which led to inventory and supply chain disruptions. Facing slowing sales and increased competition, Fuhu filed for Chapter 11 bankruptcy in December 2015. In January 2016, the company's assets were acquired by toy giant Mattel for $21.5 million. Mattel continued the Nabi brand for a few years before discontinuing it in 2019.