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Toy Branding: Meet Murph, Hasbro’s New NERF Mascot

By Allison Watkinson

TLL Reporter

Hasbro has revealed the NERF brand’s first official mascot, a playful and sporty character made entirely from NERF darts named Murph.

Murph will be the central focus of a new NERF brand campaign that’s launching this summer. The brand campaign was created by Hasbro and The Martin Agency and focuses on the brand’s new theme, Unleash the Play in You.

The Martin Agency is an award-winning advertising agency that has helped to develop successful advertising campaigns for a number of popular brands. These brands include GEICO, DoorDash, and more.

Hasbro is a global toy and entertainment company that delivers immersive brand experiences through consumer products, entertainment, and gaming.

“For over 50 years, NERF has remained an unrivaled category leader in action-based performance toys, and the brand continues to expand through innovative products, digital and gaming offerings, licensed partnerships, sports collaborations, in-person experiences and much more, giving consumers a variety of unique ways to experience the brand,” said Adam Kleinman, SVP & GM, NERF, Hasbro.

“The launch of Murph is a testament to the success of Hasbro’s Brand Blueprint strategy and turning NERF into the social, active play brand it is seen as today. We are thrilled to introduce Murph to fans, a mascot that represents the playful spirit that lives inside us all and is unleashed through NERF.”

Consumers will begin to see Murph appear across all NERF touchpoints, including on social media, at retail and at pop-up events throughout the next few years.

The multi-year campaign encourages consumers to get up and active with NERF products such as the NERF Elite 2.0 Motoblitz Blaster, the NERF DinoSquad Armorstrike Dart Blaster, the NERF Super Soaker Hydro Frenzy Blaster, and more.


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