Mattel Blasts Off BOOMco.™ the Next Generation in Adrenaline-Fueled Fun | Be Korea-savvy

Mattel Blasts Off BOOMco.™ the Next Generation in Adrenaline-Fueled Fun

Action-Packed Blasters Feature Innovative Smart Stick™ System for the Ultimate Active-Play Experience (image: Mattel/BusinessWire)

Action-Packed Blasters Feature Innovative Smart Stick™ System for the Ultimate Active-Play Experience (image: Mattel/BusinessWire)

EL SEGUNDO, Calif., April 2, 2014 (Korea Bizwire) – Mattel brings new style and attitude to active play with BOOMco.™,  a ground-breaking innovation in blaster technology. Only BOOMco.™ uses  Smart Stick™, a cutting-edge dart and target system that’s paired with  amped-up blasters to bring kids the ultimate in high-energy play.  Celebrating its global launch, product is now available in select  markets including UK, France, and Benelux. International market rollouts  will continue over the next few months with a North America debut in  July timed to the active outdoor summer play season.

“Utilizing innovative Smart Stick darts, targets and shields, BOOMco.  gives kids a revolutionary new blaster experience that challenges them  to get outside and play,” said Doug Wadleigh, Senior Vice President,  Global Brands Marketing, Boys and Entertainment for Mattel. “The Smart  Stick system combined with high performance BOOMco. blasters enable kids  to create almost limitless new ways to play, in a world where  imagination meets action.”


BOOMco.™ brings friends together through fast-paced play and competition  that’s perfect year-round. Whether it’s a heart pounding pursuit  challenge or an ultimate blaster tournament, BOOMco.™ amps up action at  every turn:

  • The Smart Stick™ System—Smart Stick™ adhesive technology  enables darts to only bond to Smart Stick surfaces—nothing  else:Action-Sports Attitude—Epic blasters, darts and dynamic  graphics make BOOMco.™ the perfect choice for stimulating the senses  with a break-loose-and-play attitude
    • Darts: Smart Stick™ darts work with all BOOMco.™ blasters  and feature anti-jamming properties along with a strong durable  construction that keeps darts straight
    • Targets: BOOMco.™ targets are simple to mount and feature  loud graphics so kids can easily see if they’ve nailed their shot
    • Shielded Defense: Deflect and collect opponents’ darts and  keep playing with integrated Smart Stick™ blaster shields that  easily retract or can be removed

BOOMco.™ Blasters

Take aim, take charge and get in the action! BOOMco.™ blasters feature  exciting air blast performance that’s 100% kid-powered in an easy to  use, adrenaline-inspired design:

  • BOOMco.™ Twisted Spinner™: Boasts an impressive 310° rotating  barrel with the ability to blast darts up to 70 feet. The blasters  fast-acting, push-button transformable shields incorporate Smart  Stick™ technology allowing players to efficiently capture opponents’  darts. Removable shields create heightened challenge and the included  8 Smart Stick™ darts and Smart Stick™ target make the heat of play  just a blast away. Recommended for ages 6 and older.
  • BOOMco.™ Rapid Madness™: This air-powered blaster can  fling 20 Smart Stick™ darts in just seconds. With the capability of  blasting up to 50 feet the BOOMco. Rapid Madnessis  the perfect companion for fast action, adrenaline-fueled  competition. The blaster includes a quick push-button, removable  transforming Smart Stick™ shield for the fun catch and defense of  darts. Includes 30 darts and is recommended for ages 6 and older.

BOOMco.™ will be supported by a strong digital presence where fans can  continue to engage and interact on popular platforms. For captivating  thrills the BOOMco.™ YouTube channel  offers pulse-pounding content such as blaster-in-action videos, cool  behind-the-scenes footage, and more. The BOOMco.™ Instagram account  will feature epic blaster photos and other visual play inspirations.  Additionally, BOOMco.™ will be issuing monthly challenges to fans that  will show fun ways to play with the new blasters. BOOMco.™ mobile apps  released later this year will feature exciting gaming options and the  ability to record and edit favorite action moments. Visit for  updates on availability.

About Mattel

The Mattel family of companies (MAT) is the worldwide leader in  the design, manufacture and marketing of toys and family products.  Mattel’s portfolio of best-selling brands includes Barbie®, the most  popular fashion doll ever produced, Hot Wheels®, Monster High®, American  Girl®, Thomas & Friends® and Fisher-Price® brands, including Little  People® and Power Wheels®, as well as a wide array of  entertainment-inspired toy lines. In 2013, Mattel was named one of the  “World’s Most Ethical Companies” by Ethisphere Magazine and is also  ranked No. 2 on Corporate Responsibility Magazine’s “100 Best Corporate  Citizens” list. With worldwide headquarters in El Segundo, Calif.,  Mattel’s companies employ nearly 30,000 people in 40 countries and  territories and sell products in more than 150 nations. At Mattel, we  are Creating the Future of Play. Visit us at  or

Source: Mattel (via BusinessWire)


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