Nerf's Billion-Dollar Toy Empire Surprisingly Started With a Foam-Rubber Rock

A look at the brand's dynasty of polyurethane, from balls to blasters

Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.

On a Monday morning in 1968, Reyn Guyer discovered one of the world’s most famous toys by accident.

Guyer, the inventor who’d come up with Twister, was in his conference room, testing a new caveman game with colleagues. The prototype included a bunch of foam-rubber rocks that, the men soon discovered, were more fun to throw at one another than use in the game. And then something really hit them: “We had inadvertently created the world’s first indoor ball and broken the parental rule ‘no throwing balls in the house,’” Guyer recalled.

The Ammo: These innocent-looking little dimpled balls are the rounds for Blasters like the Nerf Rival, a serious shooter that pops them out at 68 mph.;
AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Adweek magazine cover
Click for more from this issue

This story first appeared in the April 24, 2017, issue of Adweek magazine. Click here to subscribe.