![]() Nerf Rebelle, which is separate from the Nerf brand, was introduced last year, coinciding with the popularity of action heroines, such as arrow-wielding Katniss Everdeen in the "Hunger Games" book series and films. Here's a look at the newest products form Nerf Rebelle and Nerf that are available now from major toy retailers and are intended for children ages eight and older. The toy line's marketing language says it's built from "play insights" from over 1,200 girls and "delivers on features they asked for."Īpple CEO Tim Cook Surprises Fans Waiting in Line for iPhone 6Ĭhris Byrne, content director of consumer toy website TTPM, said the new Nerf Rebelle line combines classic Nerf play with features that are relevant to how some girls play.īyrne said Nerf Rebelle's latest line is a reflection of today’s girls: “active, competitive, fashion conscious and above all socially connected.” ![]() The toys in the line include message decoders, "preparing kids for the ultimate spy mission," according to the company's product description. ![]() Hasbro brand Nerf Rebelle's latest five toys, as part of the "Secrets and Spies" line, allow kids to write messages to friends on darts the company says will fly up to 85 feet away. Frascotti also said that Hasbro did research for over 3 years while creating the line and that they conducted premarket tests, wherein girls thought the names of the products were “cool”.Īll in all, despite the controversy over the potential sexist nature of Nerf Rebelle, Hasbro seems to have effectively used segmentation to seek out a new target market and used effective means to develop a new product for this market.— - Toy maker Hasbro is targeting the girl market by making toy gun play a more social activity. Speaking to the concern that some consumers have that Nerf Rebelle is perpetuating stereotypes, he said, “I think if anything, we went into this without any stereotypes and instead talked to young girls, found out what they wanted, and then designed a line of products that addressed that opportunity,” What girls wanted, he said, was Nerf toys that boast both high performance and a design made especially for them. Featuring weapons that are pink and purple with names like Heartbreaker and Sweet Revenge, the toys seem to speak to girls whose self-concepts include being strong, independent, and feminine.Ī recent interview with the Global Chief Marketing Officer of Hasbro, John Frascotti, indicates that Hasbro used customer input when they were generating the idea for a new product. Hasbro seems to have taken into account a psychographic that has previously not been targeted in their marketing. However, the segmentation is more specific than that. Hasbro seems to have created Nerf Rebelle in order to target young female fans of the new movies Brave and The Hunger Games, both of which star female archers who “rebel” from the female norm. Full list of brands can be viewed here. One of their new product lines is Nerf Rebelle, a feminine twist on the Nerf toy weapons usually marketed towards boys.Īs our textbook states, firms increase their product mix breadth in order to capture new markets. Hasbro is a firm that has very wide breadth, with brands ranging from Marvel to Candy Land, from Lite-Brite to Nerf, and from Operation to Scrabble. This blog post is part of an assignment for COMM 465: Marketing Management, with Phaedra Burke.
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