Seeed Studio will manufacture and distribute Arduino LLC products using the new Genuino brand in Asia.
Back in May, Massimo Banzi took the Maker Faire Bay Area stage for the highly-anticipated “State of Arduino” address. During what was surely one of the most highly-anticipated sessions of the show, the Arduino co-founder announced a New York City manufacturing partnership with Adafruit, the availability of the Arduino Zero and Wi-Fi Shield 101, as well as the launch of a sister brand dubbed Genuino (“genuine” in Italian) for boards outside of the United States.
One month later at Maker Faire Shenzhen, Banzi has returned with some other big news: He and Eric Pan, founder and CEO of Seeed Studio, have unveiled a strategic partnership between Arduino LLC and Seeed Studio. Similar to their collaboration with Adafruit here in America, Seeed Studio will manufacture and distribute Arduino LLC products using the new Genuino brand in China and other Asian markets.
“The new Genuino name certifies the authenticity of boards, in line with the open hardware and open source philosophy that has always characterized Arduino,” Banzi explains. “We are very excited to partner with Seeed Studio to manufacture our products in China. We’ve known and appreciated Seeed for years, we share the same values and I think they are one of the most forward looking companies in China.”
As popular as Arduino has become throughout China, Banzi notes that the brand has been heavily used without permission. Fortunately, Genuino will allow the market to clearly identify which products are indeed authentic and contributing to the open source hardware process. The brand will still emulate the 8- and 32-bit chips that Makers have grown accustomed to over the years, such as the Uno (ATmega328) and Mega (ATmega2560), in a familiar teal and white color scheme.
“Arduino is becoming a global language of making, we are proud to help provide Genuino branded localized products to carry on the conversation in China. Here we already have a huge Arduino user base and growing, it’s time to get us involved deeper with global ecosystem,” Pan added.