Duolingo has acquired the Detroit-based design studio Hobbes

Duolingo has expanded its design capabilities with its latest acquisition of the Detroit-based animation and motion design studio, Hobbes. This move marks Duolingo’s second acquisition in the design space following its IPO in 2021.

Hobbes had already been collaborating with Duolingo for over a year, contributing to various features such as Duolingo Music and other animation design systems and product architecture. With the acquisition finalized, Hobbes’ team of 12 designers, motion animators, creative strategists, directors, and producers will join Duolingo full-time. They will form Duolingo’s first dedicated motion design team, continuing their operations from Detroit.

The acquisition was structured as an “acqui-hire,” involving a combination of cash and equity awards for the acquired team members. This strategic move not only integrates Hobbes’ expertise directly into Duolingo but also expands the company’s Detroit office significantly, nearly doubling its current size.

Duolingo’s Chief Design Officer, Ryan Sims, emphasized the critical role of design in enhancing the user experience, particularly through character illustration and animation. He highlighted that the addition of Hobbes’ talents will further accelerate Duolingo’s ability to create a fun and engaging learning environment, akin to a game rather than traditional learning.

This acquisition follows Duolingo’s earlier purchase of Gunner in 2022, another Detroit-based studio specializing in animation and motion design. Both acquisitions underscore Duolingo’s commitment to leveraging design to enhance learning outcomes and user engagement across its language-learning platform.