• by Tanya Gazdik , June 20, 2013

Hasbro Inc. is partnering with Gramercy Products, Inc. to launch Nerf Dog, a full range of Nerf-inspired canine retrieving toys.

The high-performance, tough and durable line will launch at Walmart stores throughout the U.S. beginning this summer, followed by pet specialty stores in the fall.

Based in Secaucus, N.J., Gramercy Products, Inc. is a leading consumer product design and manufacturing firm. The company’s products can be found worldwide, in specialty, drug, grocery, online and mass retailers.

“Nerf Dog is a great example of Hasbro’s strategic approach to marrying the sports action category with key brands like Nerf,” said Simon Waters, senior vice president, global brand licensing and publishing at Hasbro. “The new line will perfectly translate the DNA of the Nerf brand into a fresh breakout line that encapsulates the inner drive shared both by dogs and their owners to engage in over-the-top active play. It promises to be quite fun for all.”

The overall pet industry is expected to reach $55.53 billion in U.S. sales in 2013, according to the American Pet Products Association. The organization’s 2011-2012 bi-annual pet owners survey also reports that 46.3 percent of U.S. households own a dog.

The Nerf Dog retrieving toys include an optimized design and function by introducing special materials to the product line, for example, extra tough NYLON construction and stitching that is three times stronger than what is typically included on standard dog toys.

The long distance ball thrower will stand up to the Nerf name by achieving a distance of up to 250 feet. The Nerf Dog play range will include rubber, plastic, NYLON and Thermo Plastic Rubber (TPR) toys at an array of price points ranging from $5 to $15.