Going from strength to strength in the UK in recent years, Nerf has become a leading boy’s brand and the number four property in Total UK Toy and Games market.
July saw the brand reach top spot with strong performances in its core lines.
This season, Nerf is launching two of its most innovative blasters to date, the N-Strike Elite Rapidstrike CS-18 and the N-Strike Mega Centurion. And to showcase and drive the strength of the new range, Hasbro has created an interactive, multi-platform marketing campaign.
Billed to be ‘popular items on boys’ Christmas lists this season’ the N-Strike Elite Rapidstrike (£39.99) fires at a rate of 3.2 darts per second, making it the fastest dart blaster ever.
Meanwhile, the Mega Centurion (£49.99) is the furthest firing blaster in Nerf history, complete with the new whistling Mega dart.
TV AND BIG SCREEN
Hasbro’s campaign features such highlights as a strategic television campaign including advertising slots during high-profile and high- viewership programming. The firm is also embracing the medium of cinema advertising and activation on YouTube.
Nerf’s new introductions will be supported through the Nerf UK website, www.nerfelite.co.uk, launched to provide local content to local Nerf fans. Furthermore, the company has engaged with interactive homepage takeovers on prime boy’s media outlets, as well as strategic initiatives with Xbox and Binweevils.com.
ON THE ROAD
Taking the blaster experience on the road, the brand has toured the UK this year with an interactive Nerf experience, targeting its core consumer with the opportunity to get hands on with the new releases and undertake the Nerf challenges.
KEEPING KIDS ACTIVE
The brand has become the title sponsor for the Junior Premier League, an FA endorsed football league to encourage kids to enjoy the ‘beautiful game’.