Zuru is celebrating X-Shot being ranked as the No.1 property in the range of blasters and shooter toys YTD July by NPD.

X-Shot was launched as a competitor in the largely unchallenged blaster category and has made no secret of its desires to overtake the brand-leader. New results from July show that X-Shot property is now number one in volume in the blaster/shooter subclass in year-to-date July. X-Shot Micro Blaster is the bestselling blaster item in value and volume, and X-Shot claimed three of the top five bestselling blasters items in value sales in YTD July according to NPD.

This follows huge innovation by the brand, which this year has partnered with esports giant Faze Clan and has launched never-before-seen technology printing incredible detail directly onto the blaster unit, taking inspiration from the $50b skins industry in gaming.

General manager for Zuru UK, Will Collinson, commented: “With the backend systems we had in place, we knew this was our year to blast through. Our X-Shot skins range uses technology borrowed from our Zuru tech business, and our manufacturing capabilities are so advanced, that we knew we could deliver massive innovation for low cost that suited our consumer in the face of inflation and price-hikes by our competitors.”

Will refers to Zuru’s vertically integrated manufacturing which means they invest heavily in their factories and technology ensuring they can weather raw material increases, labour wars and shipping costs that other toy companies have struggled to swallow.

He continued: “Bringing in these types of results in the UK is indicative of what we are seeing across the globe. You can see the quality when you see us on shelf, and this is resonating with our consumers who are having to watch every penny as the cost of living continues to rise. This is what Zuru is here for, we are set up to deliver high quality products at the best possible price, offering massive value to retailers and consumers.”

X-Shot is not slowing down, with additional launches due to hit shelves for over the next 12 months. Will expects this will continue to see X-Shot results go through the roof. Since launch in the UK, X-Shot has seen a steady increase year on year.