How Siren Blasters’ creator campaign shows the strengths and weaknesses of influencer marketing

To promote its line of foam dart blasters, the toy company Siren Blasters has invested in a full-bore influencer marketing campaign. But in spite of Siren’s strong grasp of its market, its paid relationships with creators have made some hobbyists feel wary of the brand.

So-called “pro-level” foam dart blasters — imagine the Nerf toys of your childhood, but capable of flinging darts at speeds rivaling paintball guns — have been growing in popularity in recent years. In late 2023, category leader Hasbro launched its own line of pro blasters, and competitors such as Zuru X-Shot have gained a significant share of the market by partnering with popular gaming and entertainment brands such as FaZe Clan.

“I was kind of underwhelmed with what was going on in the blaster space, and had a very strong belief that we could do much better, at better prices and better quality than what was being offered to consumers around the world,” said Frank Landi, the president of Siren Blasters parent company NSI International, which also owns other toy brands such as the laser tag brand Laser X.

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