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Babyshop on board with Hasbro’s NERF franchise

Family retailer across Middle East and Africa launches exclusive apparel range.

Babyshop – the family destination retailer across the Middle East and Africa – has teamed with Hasbro and 20too Licensing for the launch of an exclusive NERF apparel range.

The collection – which is aimed at four to 14 year olds and is available in 80 Babyshop stores across the MENA region as well as online – includes track pants, t-shirts, jackets and caps with NERF-themed graphics and phrases.

The launch has been supported with dedicated entrance focal displays, in-store POS and on-ground events. A social media marketing campaign also features digital competitions and giveaways.

“We are very excited to introduce Nerf as a lifestyle brand in MENA,” said Delphine de Kool, senior licensing manager at Hasbro. “The launch at Babyshop is the very first step in this region to extend NERF beyond the toy aisle.

“Our local licensing agent, 20too Licensing, is currently working on increasing the NERF licensing programme, introducing more product categories such as footwear and back to school next year.”

Christian Zeidler, md of 20too Licensing, added: “Babyshop has been a great partner at bringing this very cool and functional apparel collection to life. We are looking forward to collaborating with them in the future on the beloved NERF brand.”

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