Long-standing partners celebrate 10 years in the pet aisle by expanding the NERF DOG brand.

License Global

July 27, 2023

2 Min Read
Nerf Dog logo.
Nerf Dog logo.Hasbro

Gramercy Products, a consumer product design and manufacturing firm, celebrates 10 years of partnership with toy and game company, Hasbro, by expanding the popular NERF DOG portfolio with the NERF DOG Glow line, available in-store and online exclusively at PetSmart

A portable charge case advances and builds on the glow-in-the-dark toys of the past to make sure the brightness won’t fade on the luminous toys. With additional products set to join later this year, the NERF DOG Glow line now offers six innovations for pet play, day or night: 

  • Starter Pack, with a portable charging case and rechargeable ball 

  • Translucent Blaster launches balls up to 50 feet 

  • Launching Duck  

  • Squeak tennis ball 

  • Ball 2-Pack  

  • Squeak bubble bone  

“The NERF DOG brand has long offered a lineup of high-quality and functional toys to meet every dog’s playtime needs, and this new Glow technology allows them to keep playing that game of fetch after dark,” says Daniel Troiano, co-chief executive officer, founder, Gramercy Products. 

The long-standing licensing program between Gramercy Products and Hasbro was born in 2013 with the introduction of NERF DOG, taking the DNA of the NERF brand built around active outdoor play and translating it into a fresh breakout line within the pet industry. Ten years later, Gramercy Products remains the exclusive worldwide manufacturer of NERF DOG toys, offering a range of canine toys loved by NERF fans and dog owners worldwide. 

“It’s been inspiring to see how well the introduction of NERF DOG has been able to translate the over-the-top active play captured by the NERF brand and into the dog aisle to create new types of experiences for consumers,” says Bradley Bowman, senior director, licensing, global toy and sporting goods, Hasbro. “NERF DOG Glow’s innovative technology and customer-first problem-solving perfectly exemplifies our Blueprint 2.0 strategy. We’re focused on finding new ways to deliver exciting brand extensions across our portfolio for every member of the family – including man’s best friend.” 



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HasbroNerfNorth America

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