08-09_Nerf.qxp_NEW LSB 2008 GRID 12/09/2018 17:19 Page 6
It ’s N ER F o r Nothin!
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eing the world’s largest blaster brand, NERF has consistently stayed at the forefront of toy and play technologies by re-imagining, re-inventing and re-igniting the way consumers play. The ‘It’s NERF or Nothin!’ slogan has resonated well across all NERF segments ensuring e high performance, power and quality for consumers and fans. Hasbro is understandably proud of the brand’s penetration globally – according to NPD, Nerf was the number one toy brand in the US in 2017 and the number two toy brand in the G10 markets (source: The NPD Group/Retail Tracking). This year has been a key one for the NERF brand in the UK, particularly heading into autumn and winter. The latest licensee signings tap into the NERF brand’s vision to empower kids and fans of all ages to engage in active, social and exhilarating play.
Hasbro has big plans for the NERF franchise – which turns 50 in 2019 – bringing on board a multitude of new partners to extend NERF outside the toy aisle and turn it into a top lifestyle brand for kids and fans. First up is NERF licensed gear with branded apparel, through a partnership with Smith & Brooks. The first phase launched at the beginning of September with a full digital marketing campaign. Looking ahead to 2019, Smith & Brooks will expand their NERF branded offerings to include footwear, accessories and sporting toys. The NERF brand will also build on its preexisting relationship with Jazwares with highquality, branded accessories and wearables to amplify the NERF play experience. Thanks to a partnership with Amscan, the NERF brand also promises to be big in the party sector. “There
Left: New apparel at Tesco from Smith & Brooks.
Above and left: Amscan's new partyware products include candles, tablecloths, cups, banners, party bags and more.
Play it, wear it Smith & Brooks’ new apparel, footwear and accessories ranges launched in September in three major UK retailers, including Tesco and Asda, with a significant marketing campaign including social media and digital content. Commenting on the partnership, Hamish Morjaria, MD of Smith & Brooks, said: “We are delighted to be working with Hasbro on the development of multiple categories for
the NERF brand. When we were first presented with the opportunity, we were most struck by how much loyalty customers have to the NERF brand across age groups. That brand loyalty is demonstrated not only by the $1bn annual consumer product spend, but even more impressive is the depth and quality of the user generated content that you can find. That for us was the real eye opener as to how strong the brand really is.”