NERF apparel blasts into Babyshop stores

Babyshop, a family-destination retailer across the Middle East and Africa, along with 20too Licensing and Hasbro, Inc. are teaming up to launch an exclusive apparel range for the popular NERF franchise.

The action-inspired range which consists of track pants, T-shirts, jackets and caps with NERF-themed graphics and phrases, have just landed in Babyshop’s stores this month! This ‘first ever’ apparel collection for Babyshop will enhance the in-store journey for both fans and new consumers alike. Giving them an opportunity to truly immerse themselves in the NERF brand.

“We are very excited to introduce Nerf as a lifestyle brand in MENA! The launch at Babyshop is the very first step in this region to extend NERF beyond the toy aisle”, says Delphine de Kool, Senior Licensing Manager at Hasbro. “Our local licensing agent 20too Licensing is currently working on increasing the NERF licensing program, introducing more product categories such as footwear and back to school next year.”

The cross-category launch is supported with dedicated entrance focal displays, prominent in-store POS and on-ground events designed for consumers passionate about NERF. An engaging social media marketing campaign including digital contests and giveaways will also take place on Babyshop’s social networks.

“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!” said Christian Zeidler, Managing Director at 20too Licensing.

The collection for boys from 4 to 14 years old is available in 80 Babyshop stores across MENA region as well as online on

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