New Face of NERF to Help Fans and Families “Unleash the Play in You”

PAWTUCKET, RI – June 17, 2022 – Hasbro, Inc., a global play and entertainment company, officially unveils Murph, the NERF brand’s first-ever official mascot. Made of NERF darts from head-to-toe, Murph is, by far, the most fun, playful and social member of the NERF team. Working with The Martin Agency to kick off an exciting brand campaign for NERF this summer 2022, Hasbro is putting Murph in the center of it all to drive the new brand mnemonic: Unleash the Play in You.

Consumers will start to see Murph appear across all NERF touchpoints, including on social media, at retail and pop-up surprise and delight moments throughout the year and beyond. The multi-year, always-on brand campaign encourages fans and families to step away from their screens and get up and active with NERF to create memories that will last a lifetime.

“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,” said Adam Kleinman, SVP & GM, NERF, Hasbro. “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. We are thrilled to introduce Murph to fans, a mascot that represents the playful spirit that lives inside us all and is unleashed through NERF.”

Made completely out of official NERF dart materials, Murph is the personification of the playful spirit – the one that can only be unleashed with NERF.  They’re a natural athlete, great at NERFoop and an expert at surprise NERF Super Soaker ambushes. They can also toss a NERF Vortex Football like no other and, of course, are a fantastic trick shooter with any NERF blaster.

The photos show Murph playing with some of the hottest NERF products of the summer: NERF Elite 2.0 Motoblitz Blaster, NERF Elite 2.0 Eaglepoint RD-8 Blaster, NERF Elite 2.0 Commander RD-6 Blaster, NERF DinoSquad Armorstrike Dart Blaster, NERF DinoSquad Raptor-Slash Dart Blaster, NERF Rival Fate XXII-100 Blaster and NERF Super Soaker Hydro Frenzy Blaster.

Stay tuned for Murph’s next moves on the official NERF social channels on TikTok, Instagram, Facebook, and YouTube.

About Hasbro

Hasbro (NASDAQ: HAS) is a global play and entertainment company committed to making the world a better place for all children, fans and families. Hasbro delivers immersive brand experiences for global audiences through consumer products, including toys and games; entertainment through eOne, its independent studio; and gaming, led by the team at Wizards of the Coast, an award-winning developer of tabletop and digital games best known for fantasy franchises MAGIC: THE GATHERING and DUNGEONS & DRAGONS.

The company’s unparalleled portfolio of approximately 1,500 brands includes MAGIC: THE GATHERING, NERF, MY LITTLE PONY, TRANSFORMERS, PLAY-DOH, MONOPOLY, BABY ALIVE, DUNGEONS & DRAGONS, POWER RANGERS, PEPPA PIG and PJ MASKS, as well as premier partner brands. For the past decade, Hasbro has been consistently recognized for its corporate citizenship, including being named one of the 100 Best Corporate Citizens by 3BL Media and one of the World’s Most Ethical Companies by Ethisphere Institute. Important business and brand updates are routinely shared on our Investor Relations website, Newsroom and social channels (@Hasbro on Twitter, Instagram, Facebook and LinkedIn.)

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