American company Gramercy Products Inc., of Secaucus, NJ, America, has named Rolf C. Hagen as the exclusive distributor of NERF DOG toys in Europe. 

Covering the entire European market, the agreement will have Hagen distribute the toys from its facilities throughout the continent.  NERF DOG toys made their European debut at the Hagen Interzoo stand in Nuremberg.

Introduced to North America in 2013 by Gramercy Products under license from Hasbro, Inc., 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, NERF DOG products are inspired by Hasbro’s iconic NERF line.

The strong global recognition of the Nerf brand, combined with the obvious quality that’s been designed into NERF DOG products have already made the line an outstanding success in the North American pet market.

“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,” said Simon Waters, Senior Vice President, Global Brand Licensing & Publishing at Hasbro.  “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.” 

"We’re extremely honored to be representing NERF DOG in Europe, and are excited by the opportunity that this offers our wholesalers and dealers.” said Rolf  Hagen Jr., president and CEO of Rolf C. Hagen, Inc. “

Gramercy Products is also enthusiastic about the new distribution agreement. “The NERF brand’s unrivaled name recognition and the unsurpassed quality of our products have been a winning combination in the North American pet market,” said Rishi Gupta, the company’s CEO. “By combining these factors with the knowledge of local markets and key account relationships that Hagen enjoys, we’re very confident that we will replicate this success in Europe.”

Adrian Burgess of Rolf C. Hagen (UK) Ltd. echoed this view. “We are eager to take NERF DOG to the leadership position in the British market by bringing offers, promotions and programs to our different customers and channels,” he said. “This is a great opportunity for us to build a strong business relationship and bring added value to the consumer.”