Live from Licensing Show: Hasbro Hypes Nerf with Largest Licensing Program to Date
The Entertainment and Licensing division of Hasbro, Inc. is launching one of its largest programs to support the Nerf brand with a new look and feel.
Building off the new tagline, “It’s Nerf or Nothin,’” Hasbro has updated the nearly 40-year-old brand with an edgy attitude to help position it as a global lifestyle sports property.
Fortune Fashions is launching T-shirts for tween boys this summer with plans to expand into hoodies and track pants. Licensee Elan-Polo is out with Nerf-branded sports sandals bundled with a Nerf ball.
In the gaming space, Electronic Arts (EA) is developing the first interactive “Nerf N-Strike” video game for the Nintendo Wii, due out for the holidays. Based on the toy line of the same name, players can take on action-packed battles in single or multiplayer modes. Plans also call for a Nerf Switch Shot Ex-3 add-on accessory, which will allow players to convert a real Dart Blaster into a Wii Blaster controller.
Promotional Partners Worldwide will develop Nerf-branded footballs and basketballs emblazoned with logos of people’s favorite college teams. University bookstores and specialty retailers will carry the products.
The program is Hasbro’s biggest licensing effort for the Nerf brand, Bryony Bouyer, senior vice president of licensing at Hasbro, said.
“This is the first time we stepped out with Nerf,” she said. “We’re trying to reach the majority of consumers (those primarily six- to 12-years old) with digital gaming, footwear and apparel, and show the attitude of Nerf.”
Hasbro has pending contracts with licensees including Stylus, Garner Graffix, 80sTees.com, Inc. and GA Gertmanian and Sons to launch other Nerf-branded products, such as sports, publishing, electronics, seasonal, room décor, novelty and accessories.
The group showcased some of the new products at the Licensing Show this week. The show runs through today at the Jacob Javits Center in New York.
The toymaker recently renamed its licensing division from Hasbro Properties Group to reflect the group’s expanded scope and emphasis to build opportunities in both areas. The team will add to its licensing/retail programs across a number of categories, including soft goods, publishing, hard goods and licensed promotions.
