ZURU will relaunch its X-Shot foam dart blaster toys, including a full rebrand, improved performance of current models, and with new products.
The rebranding is a result of ZURU’s dedication of time and resource into growing X-Shot into a market leader in the blaster category. The company invested significantly in automation and manufacturing optimization, including a team of over 100 automation engineers and newly opened software divisions in Italy and India, where the company’s custom built machinery produces over 3 million X-Shot darts and 100,000 X-Shot dart blasters per day to keep up with global demand.
ZURU shipped out more than 40 million blasters and 1 billion darts worldwide in the last two years. X-Shot is now the fastest growing non-licensed brand in the category, according to the company. With all major retailers carrying the line, the X-Shot brand has seen a 159 percent sales growth in the U.S. for 2016 versus 2017 with additional expected growth of 55 percent this year.
The X-Shot rebrand will see new colors, competitive pricing, and five revamped blasters launching in this year—including the new Regenerator, the Xcess with rotating twin barrels, and the unique X-Shot Flying Bugs line extension for fall. All X-Shot blaster range have been re-engineered to shoot 10 feet further and with more darts in each pack.
The X-Shot re-launch is backed by a robust global marketing push spanning trade, digital and social media, as well as a big presence at retail.
