Covering the entire European market, the agreement will have Hagen distribute the toys from its facilities throughout the continent, having made its European debut at the Hagen Interzoo stand in Nuremberg.
Introduced to North America in 2013 by Gramercy Products under license from Hasbro, Nerf Dog has already become one of the most recognized pet toy brands in the market. A full line of durable and safe retrieving toys, the products are inspired by Hasbro’s iconic Nerf line.
President and CEO of Rolf C Hagen, Rolf Hagen Jr said: “We’re extremely honored to be representing NERF DOG in Europe, and are excited by the opportunity that this offers our wholesalers and dealers.”
In the UK, Adrian Burgess of Rolf C. Hagen (UK) added: “We are eager to take Nerf Dog to the leadership position in the Britishmarket by bringing offers, promotions and programs to our different customers and channels. This is a great opportunity for us to build a strong business relationship and bring added value to the consumer.”
Simon Waters, senior vice president of global brand licensing and publishing at Hasbro said:“Nerf Dog is a great example of Hasbro’s strategic approach to licensing the Nerf brand as the fresh breakout line that encapsulates the inner drive shared both by dogs and their owners to engage in over-the-top active play.
“Through Nerf Dog we have a tremendous opportunity to extend Nerf-branded play into an entirely new category that is experiencing explosive growth. It promises to be quite fun for all.”