Zuru has launched a new raft of products for its X-Shot foam dart blaster toy line with the support of a global marketing campaign.
The move is Zuru’s latest effort in becoming a top contender in the blaster category.
A digital-focused global campaign kicked off in July to promote the full rebranding and improved performance of current models, as well as the launch of the new product line-up.
The popular YouTube channel, Corridor Digital will host a number of online pieces featuring new X-Shot blasters, a line that includes the X-Shot Turbo Advance with a 40-dart rotating barrel, the X-Shot Regenerator with over 1,000 possible combinations, and the X-Shot Kickback and Reflex 6.
The range will also be promoted by a new influencer network called The X-Shot League, helping to drive engagement with the firm’s key audience. Influencers will not only review current blasters but also the new range ahead of their official launch date.
Renee Lee. Global marketing manager for Zuru, said: “X-Shot has become a major player in the foam dart blaster category through innovative product and strong marketing.
“We have completely revamped our X-Shot foam dart blasters line with a new and sophisticated look while ensuring we maintain our brand quality and continue to be the best value in market for consumers and retailers alike.
“And we are making every effort to reach our core audience and fans through influencers that are experts in the category.”
X-Shot is now the fastest growing non-licensed brand in the category, according to Zuru. The firm anticipates shipping over 40 million X-Shot blasters worldwide in 2018.