Language learning app Duolingo announced today that it has acquired Detroit-based animation and motion design studio Hobbes, its second studio acquisition since 2022. The company uses animation to amplify game mechanics and to increase “stickiness” in usage of its products.
Here are details of Duolingo’s acquisition:
- The acquisition of Hobbes will add 12 motion designers, animators, creative strategists, creative directors, and producers to Duolingo’s existing staff and nearly double the size of Duolingo’s Detroit office. The acquisition marks the inception of a dedicated motion design team within Duolingo’s design department.
- Hobbes was already a motion design partner for Duolingo, and was contributing to Duolingo Music, product architecture, and animation design systems, among other tasks.
- Hobbes was a sister studio of Gunner, another Detroit-based animation studio that was acquired by Duolingo in 2022.
- Ryan Sims, chief design officer at Duolingo, said in a statement:
Design is a critical part of Duolingo’s success, particularly our use of character illustration and animation, which really accelerated since adding Gunner to our team. Now we’ll be able to accelerate our use of motion-design by adding Hobbes’ unique talents to our Design team. We’re investing in the belief that a more animated product experience is more fun and delightful, and leads to better learning outcomes.
- Nevin McRay, a partner at Hobbes along with Eddy Nieto, posted the following on his Linkedin about the acquisition of their company:
