Nerf is a brand of toys that have been around since the 1970s. It began by producing a Nerf ball, made of soft and spongy synthetic material, designed for kids to throw around the house without the fear of breaking anything or hurting anyone (Hasbro, n.d.).
After the success of the ball, Nerf expanded their offer to the first gun models, with a wide offer of water guns and Nerf baseball. In 1991, the company was bought by Hasbro, Inc. It was after that acquisition that the first dart Nerf gun was introduced (Nerf Fandom, n.d.).
Currently, the brand focuses on toys that can load and shoot foam darts. The toys ressemble guns with exaggerated designs and colours. Toys resembling guns are not a new or exclusive to the Nerf brand. But, Nerf has managed to dominate the toy gun market. This is thanks to their striking blaster designs and harmless foam darts. Kids want to shoot guns, it is what they see their favourite characters do in the media all the time. For a child, being able to live that fantasy without harming others is a dream come true. It also makes it an easy choice for parents, as Nerf makes it clear that the guns are harmless and will not destroy furniture.
Since release, the brand has created many different collections, e.g., “Nerf Zombie Strike” and “Nerf Rebelles”. Our toy belongs to the “Elite 2.0” which focuses on a tactical aesthetic and a more professional style, utilising the striking blue and orange colours (Nerf Fandom, n.d.).
Hasbro itself is a large multinational company that focuses on toys and games. They operate all over the world and many of their products have become cultural icons. Among them, Monopoly, MrPotato Head, Magic, The Gathering, Dungeons and Dragons, Nerf and even Scrabble are all IPs that Hasbro owns and operates (Gerben IP, n.d.). All of these IPs are iconic all over the world and showcase the immense reach and influence that Hasbro has on popular culture. Considering the popularity of Nerf and the power of Hasbro, both are powerful cultural entities.