Hasbro toy brand Nerf - best known for its foam-dart blasters - is expanding into the UK dog toy market.

Launched last year in the US by Hasbro licensee Gramercy Products, the Nerf Dog range includes crunch balls, rubber-protected tennis balls, tug toys, flyers and a ball thrower. Products will be distributed in Europe exclusively by Canadian petcare business Rolf C Hagen.

“We are eager to take Nerf Dog to the leadership position in the UK, bringing offers, promotions and programmes to our different customers and channels,” said Adrian Burgess, MD of Rolf C Hagen (UK).

Hasbro said Nerf Dog took the brand into “a new category experiencing explosive growth”.