Nerf Introduces Murph, the Brand's First Mascot

Today, the toy brand unveiled Murph, an anthropomorphic character made entirely out of Nerf darts.

“We wanted to introduce a mascot that represents this ageless, unbridled fun that lives in all of us and creates a physical embodiment of that feeling you get when you play with Nerf,” said Adam Kleinman, svp and gm of Nerf at parent company Hasbro.

Kleinman noted the marketing push around Murph, who he described as a playful spirit and gifted athlete, is based on internal research showing parents desire to create moments of active play they experienced as kids with their own children.

“Nerf