Nerf takes aim with Vortex

Hasbro?s new disc blasting toys will go to retail on September 10th; Will stand alongside the N-Strike dart system.
Publish date:
Social count:
5_Nerf Vortex.jpg

ToyNews was among the guests invited to a secret London location to get hands-on with the forthcoming Nerf brand extension, Vortex.

The new ammo system is a small plastic disc with a spongy outer coating and the blasters, which have a vivid orange and green colour scheme, can fire these discs up to 60 feet.

Vortex has been introduced to sell alongside the popular N-Strike dart system.

In an exclusive interview, Anita Melendez, Nerf’s brand manager said: "N-Strike is still our core product and Vortex is completely complementary. It’s not a replacement, its an enhancement - the idea is that fans will use Vortex alongside the existing Nerf range.

"For us Vortex is about driving innovation and offering a new way to play with Nerf. It’s about bringing something fresh and taking Nerf to the next level. The trajectory and speed of the ammo is different to N-Strike and aesthetically we’re delivering something that looks a lot more futuristic."

The initial line-up includes four blasters, aimed at kids over eight - the hero product is the Nitron Blaster, a battery-powered automatic rifle that carries a 20-disc clip and comes with an electronic sight.

Next up is the Praxis Blaster, designed for long-range shooting, its a pump-action rifle which has an adjustable stock and comes with a ten-disc clip.

Nerf brand manager Anita Melendez poses with the Nitron Blaster

Image placeholder title

Completing the range are two pistols, the Vigilon and the Proton. The Vigilon has an internal clip system that can incorporate five Vortex discs, while the Proton has a single loading chamber and comes with three discs.

All of the blasters have the same tactical rail, which allows for any accessory, including those from the N-Strike range, to be attached.

Speaking about the Vortex marketing programme, Helenez said: "We’ve got a huge TV campaign and an extensive partnership with Nickelodeon, where includes a competition where kids can win the chance to star in a Nerf advert which we will be filming in October.

"We’ll also be taking Nerf on tour, where kids can come along and test all of the Vortex range. We are doing this because we feel that once you play with Nerf you're hooked, that's the beauty of it."

When asked what it is that makes Nerf appeal to such a broad age range, Melendez said: "With Nerf, the appeal is the same whether its an eight or 18 year old. Ultimately every boy has still got a kid inside him no matter what age he is - Nerf somehow taps into that."


Nerf logo.jpg

Campaign of the Month: Nerf

Hasbro is supporting the launch of its latest and most advanced Nerf blasters to date, with a plethora of television, cinema, online and social activity, alongside a UK-wide tour


Tales of a Nerf-a-holic

Nerf isn’t just for kids you know. Asif Zahoor, author of MyLastDart, explains what it is about the Hasbro property that makes it so addictive

Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.


UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.