Exclusive: Adam Kleinman on all things Nerf

Published on: 2nd November 2022

As Nerf announces the Nerfball sport, Adam Kleinman, chats to Toy World about the brand’s success and how it spans much more than just toys.

Adam Kleinman SVP & GM Global Brands – Nerf & Sports Action at Hasbro talks to Toy World about how the Nerf brand has remained an unrivalled category leader in action-based performance toys for over five decades. In 2022, Nerf has doubled down on its commitment to fuel active play, breathing new life into the Nerf or Nothin’ mantra with a disruptive, multi-year campaign reminding consumers of Nerf’s position as a leading pop culture, cross-generational, active play lifestyle brand.

“This year, we partnered with the award-winning Martin Agency to shift the narrative on the brand, amplifying its core purpose: to get kids and families up and active with a light-hearted message that invites one and all to Unleash the Play in You,” Adam said.

This past year, the Nerf brand unveiled and celebrated extensive expansions across key categories including digital entertainment, digital gaming, broadcast entertainment, location-based experiences, licensed partners, sports and product innovation.
After 50 plus years in the toy industry, the brand continues to innovate, evolve and transform.

Adam commented: “In June, we officially unveiled Murph, the Nerf brand’s first ever official mascot, which went viral on the internet, with celebrities, influencers, high-profile brands and press expressing their thoughts on the new mascot. Introducing a mascot for the brand is a huge deal that I think really showcases its pop culture relevancy and leadership in the marketplace.”

Adam explains how Nerf’s longevity and brand loyalty is driven by the constant new product innovations and experiences it has to offer, plus the ability to keep fans engaged and excited. Adam also talks to us about the new Nerfball brand that will provide the world of sports with a live entertainment and sporting event experience and will be the first time that fans can play the official sport of Nerf.

“Nerfball showcases Hasbro’s strong brand-building capabilities in blasting the brand into all-new categories.” Adam added.

Finally, Adam comments on the exciting products, collaborations and experiences coming to the UK and Europe for 2023.

“Nerf is far more than just a toy brand. Nerf is a lifestyle, and that is a huge selling point for retailers,” he adds.

To read the full Q&A in November’s issue of Toy World click here.


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