Helping Germans have fun at work

We showed young men how to have a blast and shot NERF sales through the roof


NERF Blasters are colourful toy guns that fire foam darts or discs. However, after two major wars, toy weapons are not seen as appropriate toys for kids in Germany. So we identified a new target segment: young adult men, who need to let off steam.

We integrated NERF Blasters into one of their favourite TV shows - Stromberg, Germany's version of The Office - and showed fictional company boss Bernd Stromberg and staff sparring with the toys. Hasbro got massive social buzz (earning free exposure worth more than €850,000), and sales across the whole range more than doubled.