Mattel has released BOOMco, a new line of blasters available in select markets, including the UK, France, and Benelux. International market rollouts will continue over the next few months, with a North America debut in July timed for summer.
For BOOMco, Mattel is introducing the Smart Stick system, a dart and target system to go with amped-up blasters. With Smart Stick, darts can only bond to Smart Stick surfaces, and integrated blaster shields—which can retract or be removed—deflect or collect opponents’ darts. Targets in the Smart Stick system feature loud graphics so kids can easily see how true their aim is.
BOOMco blasters feature air blast performance that is 100-percent kid-powered, and have an adrenaline-inspired design. Blasters include the Twisted Spinner, which includes a 310-degree rotating barrel that can blast darts up to 70 feet away; fast-acting, push-button transformable shields; and 8 Smart Stick darts and a Smart Stick target. Meanwhile, the Rapid Madness is an air-powered blaster that can fling 20 Smart Stick darts in seconds, and has the capability of blasting up to 50 feet away. The Rapid Madness includes a quick push-button, removable transforming Smart Stick shield for the catch and defense of darts, and 30 darts. Both the Twisted Spinner and Rapid Madness are recommended for kids ages 6 and older.
BOOMco will be supported by a strong digital presence in which fans can continuously engage and interact on popular platforms. A YouTube channel will offer blaster-in-action videos and behind-the-scenes footage. Meanwhile, an Instagram account will feature photos and visual play inspirations. BOOMco will also be issuing monthly challenges to fans that will show fun ways to play with the new blasters. In addition, a mobile app released later this year will feature gaming options and the ability to record and edit action favorite moments.
Updates on the availability of BOOMco products can be found at www.boom-co.com.