Nerf now is the official football of the NFL Flag League, one of the fastest growing youth sports ... [+] leagues. Hasbro The top rival invading Nerf’s turf has been Zuru, which over the past decade has built its X-Shot brand into a worthy competitor. Beaver Raymond also was warned about going up again Nerf when he created a line of blasters that shoot marshmallows, instead of foam darts. Two years ago he sold his Dallas-based Marshmallow Fun Company to outdoor activity toy manufacturer Zing, and now sells the marshmallow blaster line, and Zing’s other products, as Zing’s vice president of sales and marketing. Nerf has been able to fight off most competitors, and charge more for its products, because it invested in quality, Byrne said. “When you take up their blaster it’s gonna work,” he said. Other companies that made lower-priced versions, including Toys R Us, which produced a private label line of bargain blasters, couldn’t match Nerf’s performance. “You could be in the middle of a blaster battle and it completely jams up. Nobody wants that to happen,” he said.

Zuru, Byrne said, is the first company that has invested enough in product innovation and technology to be a challenger. Her company’s first attempt to enter the category was a combo water gun and dart blaster that was a flop. “It was a terrible water blaster and a terrible dart blaster. But it certainly got us into the category,” she said. Nerf, Byrne said, is a good candidate for Hasbro’s broader expansion plans, because of its long history and popularity. “You can’t do that with something that’s just come out last year,” he said. “But when you’ve got a brand that’s going into its third generation of fans, you can do a lot more with it.”Nerf became a brand that’s bigger than a blaster and bigger than a ball,” said Byrne, who co-hosts the toy-focused podcast The Playground. “It’s really an experiential brand and it stands for active social play,” he said. Nerf Hyper : Because they're pellets rather than darts, these won't work in anything that isn't a Hyper blaster. Expansion of the Nerf family entertainment arcade concept, Nerf Action Xperience Centers, which opened its first location in Singapore in 2019. Two additional locations in the United Kingdom and two in the United States are in the works. Nerf Ultra : New Nerf darts that fly further than others. Only compatible with Nerf Ultra blasters. The Pillager's Crossbow isn't what we expected it to be. If anything, it's better. Even though it looks clunky and imprecise, this is a powerful blaster with enough range to give you a fighting chance in soft-play battle.

Nerf Elite: Bog-standard Nerf darts. They're compatible with almost everything that isn't an Ultra, Hyper, or Rival blaster. We’ve created a strategy, which we’re starting to execute now, which is about always on,” he said. “How do we stay in front of our core consumers 365 days a year with engaging content that inspires them to play Nerf? And that’s a reflection of who they are.” That alone helps the Pro Gelfire Mythic feel like the start of something big, but its other features elevate it even further. Besides being powered by a rechargeable battery that slots into the handle, it comes with a single-shot or semi-auto firing mode, remarkable range, and the ability to spit out 10 rounds per second. Oh, and you won't need to shop for bonus ammunition anytime soon either - there are 10,000 in the box. Nerf has really created an identifiable community where people’s self image is tied in with Nerf,” Byrne said. “Where they say ‘I’m a Nerf player.’ And that’s really important. It’s like I carry a Louis Vuitton bag or wear Christian Louboutin shoes, or i drive a Tesla.”

In the investor presentation last month, Nyman said Nerf holds over 65% share, and said the brand has “aggressive plans to grab an even bigger share.” As Nerf evolves into more of a multi-media and multi-dimensional brand, Warner says his team will be careful to not lose sight of “the bread and butter at our core - where Nerf starts- which is the toy.” But, he added, “I think we have earned the right to take it beyond that.”