Hasbro has invested more money in its latest Nerf marketing campaign than any other Nerf promotion before it.
The toy giant is promoting the Nerf N-Strike Elite foam dart gun range. This consists of the Retaliator, Rampage, Stockade and Hail-Fire, the latter of which launches on Sunday, September 9th.
Activity includes a TV and online collaboration with CITV and Disney XD, as well as a TV investment that will deliver over 1,600 TVRs throughout the season.
The campaign with ITV includes a competition offering viewers a ‘money can’t buy’ experience. One winner and two friends can view the filming of TV show Fort Boyard off the coast of France.
Hasbro is also working with urban sports specialists Team Extreme and Disney XD to produce Nerf-themed shows across the UK, reaching some 250,000 fans.
Disney XD’s ‘daypart’ is being sponsored by Nerf from mid-August to mid-October, featuring Nerf and Team Extreme.
Ciara Whyte, Hasbro UK’s senior brand manager for Nerf, said: “This is our biggest marketing investment in Nerf to date and without a doubt our most exciting. Boys will not be able to miss Nerf for the remainder of 2012 when we launch the new Elite range and of course the Elite Hail-fire blaster on September 9th.
“Nerf is now the fifth largest property in the total UK toy market, which is strong improvement on its position in at the end of 2011 as the seventh biggest property.
Whyte added: “Nerf remains the number one brand for Hasbro UK and we continue to invest in it to drive significant growth. We are really excited to be taking it to the next level with the plans we have set in place for Q3 and Q4 this year."
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