Hasbro is expanding the NERF team with the brand’s first-ever official mascot.
Personifying the playful spirit that NERF encourages, Murph is made entirely of NERF foam darts from head to toe. They are a natural athlete, an expert at surprise NERF Super Soaker ambushes, and a fantastic trick shooter with any NERF blaster.
“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,” NERF Senior Vice President and General Manager Adam Kleinman said in a statement. “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.”
Hasbro is placing Murph in the center of a new brand campaign for NERF launching this summer in order to drive the new brand mnemonic: “Unleash the Play in You.” The campaign encourages families to get up and get active with NERF and Murph to create memories that will last a lifetime.
During the multi-year campaign, fans will begin to see Murph appear across all NERF touchpoints, including at retail and pop-up surprise-and-delight moments, as well as on social media. Stay tuned for Murph’s next moves on NERF’s official social media channels on TikTok, Instagram, Facebook, and YouTube.
