The press release had to appear at some point! I got to see a preview of these at Toy Fair before leaving NYC. Let’s just jump into the info dump, then!
The (Edited) Press Release and Pics
WILDER® and HASBRO® Announce New Line of NERF TARGETS AND BATTLE ACCESSORIES Launching July 2025
FOR IMMEDIATE RELEASE
Montreal, QC — April 28, 2025
Wilder®, a leader in innovative play experiences, and HASBRO, a leading games, IP and toy company, are excited to unveil their newest collaboration: NERF® Battle Play Experience Targets and Accessories Line, set to launch in July 2025. The innovative product line reimagines target play- through immersive gaming that combines real-world action with video game-inspired experiences. The line encourages players to use their favorite NERF blaster for single and multiplayer play, and offers themes including zombies, robots, and more.
Unlike traditional targets focused on linear play and scoring points, Wilder®’s new line introduces new dynamic and interactive target elements with:
- Surround-sound ambush scenarios, where enemies attack 360 degrees around the player.
- Zombie swarm attacks that require players to fend off hordes of zombies, but be sure to watch out for granny.
- Arcade-style modes, offering exciting multiplayer tag-team matches and real-time versus battles.
In addition to battle experiences, Wilder and NERF are coming in with brand new, next-level tactical battle glasses and wearable vests – designed to enhance gameplay and elevate the overall gaming experience.
“This launch is a full-circle moment for me,” said Casey Karls, CEO of Wilder®. “Growing up, NERF® was such a big part of my life, making battlefields in my basement and now, with our stellar PD team we get to contribute to the innovation that inspired me as a kid. Our new line transforms how kids play by blending immersive technology with action-packed fun. It’s an exciting step forward for Wilder® and the product line as a whole.”
Epic Marketing
To amplify this launch, Wilder® and NERF® will roll out an engaging marketing campaign featuring creators and influencers, viral trick shots, and creative ways to showcase the new products. From jaw-dropping stunts to influencer partnerships, the campaign will highlight the versatility and fun of the new line while inspiring kids and families to create their own memorable play moments.
The Collection
The collection will include the following items:
- 360 Battlezone –Immerse yourself in a game of reflex like nothing before. Stand in the center and fight off zombie, dinosaur and robot threats with target SFX sounds all around you. Use all your senses and decide to blast or not blast. Is that sound in the distance just a bird flapping its wings or is it a dinosaur coming to attack you? Stay on guard and hit the red light before the sound stops. Beware, multiple targets might attack and sound at the same time. (Launching July at Amazon, Macy’s and other retailers)
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Bot Arena Clash
STRIKE ‘N’ SCORE– Get ready for next-level ARCADE GAMING. Experience unique gameplay where you can challenge friends and compete live in head-to-head battles at the same time. Or, play solo and try to beat the timer and your high score! Hit the bullseye for extra time! With 4 exciting game modes there’s endless fun. (Launching July at Target, Amazon, Macy’s & other retailers)
- ZOMBIE SPIN STRIKE– Try and stop the endless swarm of zombies before they get to you! Each successful zombie hit splits the target on impact. But be careful, watch out and try not to hit granny! With 3 speed modes, this electronic target is sure not to disappoint. (Launching July at Target, Amazon, Macy’s & other retailers)
- BOT ARENA CLASH– Get ready for action! Take down evil robots and drones, rack up points, and race against the clock. Aim carefully – will you hit a Robot or a Drone for extra points? With four interactive game modes, including voice-commanded actions and multiplayer versus battles, the excitement never stops! (Launching July at Amazon, Macy’s and other retailers)
Extra Thoughts
I’m personally more excited for the 360 Battlezone. It immediately reminded me of the circular target shooting idea from all the way back at the Nerf Ultra Championship, making the experience far more interactive than just a regular target. Also, the glasses look cool, even if they’re just sunglasses.