ZURU launched new products and a global marketing campaign for the company’s X-Shot foam dart blaster toy line. The digital-focused global campaign began in July to promote the full rebranding and improved performance of current models, as well as the launch of new products.
YouTube channel Corridor Digital will host online content featuring new X-Shot blasters launching this year, including the X-Shot Turbo Advance with a rotating 40-dart barrel; the X-Shot Flying Bug Attack with accurate foam blasters, flying targets, and a motorized launcher; the X-Shot Regenerator with more than 1,000 possible combinations; and the X-Shot Kickback and Reflex 6.
The line will also be promoted by a new influencer network called The X-Shot League. These influencers will review current blasters and will also be supplied with blasters prior to the launch dates to create excitement within the community. Another core element of the X-Shot rebrand is the #UpYourGame hashtag, and the new interactive consumer website.
Additionally, U.S. Customs has recently seized more than 10,000 knockoffs of ZURU’s Bunch O Balloons product. U.S. Customs and Border Protection officers were conducting inspections at the Long Beach port of entry when they detained the goods.
The seizures are the result of ZURU’s collaboration with U.S. Customs and Border Protection and Immigration and Customs Enforcement to enforce its intellectual property rights and identify counterfeit goods and prevent them from entering the U.S.