Is Nerf Ready For Its Close-Up? Hasbro Gives Brand A Starring Role

Is Nerf Ready For Its Close-Up? Hasbro Gives Brand A Starring Role

The original Nerf foam ball that was released in 1969. Since the 1990s, toy manufacturer Hasbro HAS has promoted its Nerf brand of foam balls and dart blasters with the slogan "It's Nerf or Nothin'. Now, Hasbro's strategy for the brand could be described as "It's Nerf in Everything." As Hasbro seeks to transform itself from manufacturer to multi-dimensional and multimedia powerhouse with three operating units - digital, entertainment, and consumer products - Nerf is the perfect brand to test its new business model. Hasbro envisions a future for the brand that reaches far beyond the toy box. In the works for Nerf are a starring role in a TV show; a TikTok channel; a virtual reality game; an NFL partnership; theme park attractions and Nerf-battle entertainment arcades; and Nerf apparel and accessories. Hasbro's vision for Nerf parallels its vision for itself - to be a global player in entertainment, gaming, experiences, sports and social media, in addition to selling a lot of toys. Hasbro invested heavily in that goal with the $3. 8 billion acquisition at the end of 2019 of film, television, music, and live events production company Entertainment One Ltd., also known by its shorthand nickname eOne.