By Allison Watkinson
TLL Reporter
Wilder and Hasbro have developed a new collaborative collection of NERF branded toys and accessories that combine immersive gaming with real-world play.
Scheduled to launch in July 2025, the NERF Battle Play Experience collection offers a selection of themed targets and accessories.
The new licensed products will introduce interactive, video game-inspired elements to NERF’s portfolio through surround-sound ambush scenarios, arcade-style modes, multiplayer tag-team matches, real-time versus battles and more.
Featuring several different target scenarios, the Wilder x Hasbro collection will include a 360 Battlezone game, a Strike ‘N’ Score game, a Zombie Spin Strike game and a Bot Arena Clash game.
The products will offer NERF battles with themes like zombie apocalypse, robot arena, dinosaur attack and games arcade.
“This launch is a full-circle moment for me,” said Wilder CEO, Casey Karls. “Growing up, NERF was such a big part of my life, making battlefields in my basement and now, with our stellar PD team we get to contribute to the innovation that inspired me as a kid. Our new line transforms how kids play by blending immersive technology with action-packed fun,” added Karls. “It’s an exciting step forward for Wilder and the product line as a whole.”
In addition to the interactive NERF experiences, Wilder has designed a range of tactical battle glasses and wearable vests to enhance the overall gaming experience.
“We’ve had a blast – no pun intended – working with Wilder to take the NERF play experience to exhilarating new heights with video game-inspired battle targets and accessories to complement Hasbro’s NERF blasters,” said Hasbro senior director, Bradley Bowman. “Innovation, fun and heart-pounding adrenaline are core aspects of NERF’s DNA. Pair that with Wilder’s creativity and high energy play, and we have a recipe for success,”
To amplify the upcoming launch, Wilder and Hasbro are rolling out a special marketing campaign for the brand that features partnerships with online influencers, NERF trick shots and creative stunts.
Established in 2019, Wilder is a global toy company that specializes in designing and manufacturing card games, toys and outdoor experiences.
Headquartered in Canada, the company is known for its creative collaborations with brands like Hot Ones, Yellowstone, Impractical Jokers, BeanBoozled, Sega, Netflix and more.
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