The X-Shot foam dart blaster toy line is slated to become a top contender in the foam dart blaster category.

The digital-focused global campaign kicked off in July to promote the full rebranding and improved performance of current models, as well as the launch of exciting new products. The popular YouTube channel Corridor Digital will host online content featuring new X-Shot blasters launching this year, including the X-Shot Turbo Advance with a rotating 40-dart barrel; the X-Shot Flying Bug Attack with accurate foam blasters, flying targets and a motorised launcher; the X-Shot Regenerator with over 1,000 possible combinations; and the X-Shot Kickback and Reflex 6 – a great value pack.

The new line will also be promoted by a new influencer network called The X-Shot League to actively engage with its key audience. These influencers will not only review current blasters but will also be supplied with blasters prior their launch dates to create excitement within the community. Another core element of the X-Shot rebrand is highlighting fans using the #UpYourGame hashtag, and the brand new interactive consumer website and content collaborations will be a big part of this campaign.

Renee Lee, global marketing manager for Zuru, commented: “X-Shot has become a major player in the foam dart blaster category through innovative product and strong marketing. We have completely revamped our X-Shot foam dart blasters line with a new and sophisticated look while ensuring we maintain our brand quality and continue to be the best value in market for consumers and retailers alike. And we are making every effort to reach our core audience and fans through influencers that are experts in this category.”

X-Shot is now the fastest growing non-licensed brand in the category. Zuru anticipates shipping over 40m X-Shot blasters worldwide in 2018.