Source: Hasbro

It’s NERF or nothin’ for YouTube star MrBeast aka Jimmy Donaldson and NBA All-Star Luka Dončić.

The duo inked two-year partnership deals with Hasbro to represent the NERF brand on multiple fronts.

MrBeast is collaborating with Hasbro for a social media content campaign and a NERF blaster that will be revealed in the future. Dončić, who plays for the Dallas Mavericks, will star in a social media content campaign that will lead into the release of a Luka x NERF Pro GelFire Blaster collaboration that will be released next year. As part of the deal, Hasbro will donate NERF products to The Luka Dončić Foundation, an organization that focuses on supporting kids’ physical and mental health and well-being through the power of play.

Related: The Fall Toy Preview Issue of The Toy Book Is Here!

“We’re honored to work with MrBeast and Luka because we admire the purpose they bring to the world as avid philanthropists and admirable role models for kids and families everywhere,” says Teresa Pearson, vice president of global franchise strategy and brand management at Hasbro. “We can’t wait to unveil what’s to come for these two icons who we know will help the NERF brand encourage responsible play.”

It’s been a big year for the NERF brand as a whole as Hasbro looks to tap into nostalgia while taking it into new categories. The company recently revealed plans to release the Sharp92 blaster, a tribute to the original NERF Sharpshooter from 1992 — the first NERF blaster to fire foam darts.

Additionally, the company just entered the red hot gel blaster category with the introduction of its NERF Pro GelFire Mythic blaster.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.

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