NERF's new REBELLE PLATINUM bow and arrow set sends a powerful message that femininity and sports are not at odds. While many brands have dropped gendered marketing in an attempt to be more inclusive, the gender-specific approach can still be used in some instances to empower children. In this case, NERF's latest project shows young girls that they can enjoy both sports and traditionally girly designs.
The REBELLE PLATINUM is the result of market research that looked at what girls wanted from a sports action brand. The company found that girls wanted high-performance products that would allow them to think and play differently. As a result, they created a bow and arrow set in strong, feminine colors.
The toy is designed to appeal to a generation of young girls who have grown up watching female heroines such as The Hunger Games' Katniss Everdeen and Brave's Merida showing off their skills with a bow and arrow.