08-09_Nerf.qxp_NEW LSB 2008 GRID 12/09/2018 17:19 Page 7
Getting social! A key part of the success of the NERF brand’s transcending the toy aisle to become a lifestyle brand lies in the power of social media. “NERF actively engages ‘NERF Nation’, a social community full of fan bloggers and consumers, via Facebook, YouTube, Instagram and Twitter,” says James.”
are thousands of NERFthemed birthday parties happening ever year and Above: Weekly social we are inundated posts encourage NERF with requests to Nation fans to compete in or mirror a challenges. license out NERF parties,” says James Walker, SVP Consumer Products EMEA. “The Amscan range of partyware is fantastic and brings innovation Above and right: Jazware’s accessories and and play to any party wearables take NERF battles to a new level. table.” It will be available in stores across the UK in early 2019. There have also been a number of new NERF brand partnerships across Europe, including sporting goods from Miller, bikes from Denver in Iberia as well as Templar sporting goods and Sahinler apparel in France. Product innovation continues to be a top priority for the NERF brand in 2019. Developing beyond toy products, the NERF brand also looks forward to new licensee partnerships to launch new consumer products. Not forgetting, of course, the launch of location-based
entertainment with the NERF Family Entertainment Center launches. “NERF in particular has a global audience which provides us the opportunity to bring immersive experiences to our fans,” says James. “One experience we recently announced is a collaboration with Kingsmen Creatives to launch NERF Family Entertainment Centers across Asia Pacific with the first opening in Singapore in 2019. This will be Hasbro’s first standalone family entertainment center featuring multiple activity zones, merchandising and food and beverage areas that will engage and entrench all family members into the fun and action of the NERF brand.” Next year will be another big one for the NERF brand as it celebrates its 50th anniversary, which will be celebrated at retail, online and across social channels. According to James, in the years ahead branded content promises to be fundamental to the NERF brand, and Hasbro plans to interact, support and amplify NERF Nation branded content through social channels and activations. “Through the development of additional licensees and products, the NERF brand will continue to be the World’s Largest Toy Blaster brand and we’re looking forward to expanding its success into new segments. We are definitely excited of all that is to come in 2019.”
Left: Apparel from Sahinler
NERF Nation at a glance ■ 560k followers on Instagram ■ 2.4 million Facebook fans in 135 countries ■ 99% of YouTube videos are fan generated
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