Meaning can be associated with specific values or personality traits through both direct and indirect expressions (Legaard, 2023). Such direct expressions could be the markings visible - the Nerf logo, Elite 2.0, and commander engraved on the toy. The indirect expression - the bold colours emphasising the elite functionality of the toy and its novelty.
These meanings are useful in marketing the toy in a specific way towards the consumer. They allow the company to create a narrative that incentivises the customer to buy into it as it relates to their identity.
We can observe this in the advertisements for the Nerf Elite 2.0 and Nerf in general. Hasbro creates the feeling around its Nerf brand that the toy unlocks the possibility for a fun shared play with others. With its wide offer, everyone can find a gun or two for themselves.
It also establishes brand loyalty and emphasis on their product being the most fun. They do so through their slogan “It’s Nerf or Nothin’”.
Even if children do not actively engage with the commercials, those markers creating meaning are also visible on the packaging.
Associated meaning is established in different forms before the child even gets to play with the toy. And the markers to remind them of that meaning are visible on the toy at all times - the striking Nerf & Elite 2.0 logo as well as the commander title.