July 17, 2014 15:56 ET

Mattel Canada Blasts Off Summer Break With BOOMco.™ Boom Tour

Adrenaline Seeking Families, Prepare to Be Blown Away

TORONTO, ON--(Marketwired - July 17, 2014) - Mattel shakes up the kids' blaster market with the launch of ground breaking product line, BOOMco.™, aimed at 7 to 10 year olds.

To celebrate the Canadian launch, Mattel is hitting the highway in a massive, supped up, attention grabbing, 10ft. tall RXT truck, and making stops at kid populated events across the province on the first ever BOOM Tour. The BOOM Tour's first stop will take them to the CN Tower on Saturday, July 19th, where coupons for a FREE Clipfire™ Blaster will go to the first 500 families!

The BOOMco.™ BOOM truck is designed to attract attention from young and old alike. The 10ft. tall truck has plenty of room to haul an extensive cavalry of blasters and unload an epic Blast Course. Kids won't want to miss their chance to test out the new blasters and take on the Blast Course in a custom-built activation space. Kids can follow the tour on Instagram @boomco to see the action up close and personal.

"Every time the BOOM truck pulls up at an event, action-packed fun begins! We'll be unloading a cavalry of blasters, custom Blast Course and thousands of darts," said Michael Ng, Brand Manager at Mattel Canada. "As the summer heats up -- so does the BOOMco.™ action. Whether it's a good old-fashioned fort tournament in the basement, or target practice in the backyard, BOOMco.™ gives kids a new and entertaining blaster experience -- they're sure to have a blast with this technology all summer long."

Only BOOMco.™ uses Smart Stick™, a one-of-a-kind dart and target system that's paired with air-powered blasters to bring kids the best in blaster play. Whether it's a heart pounding pursuit challenge or an ultimate blaster tournament, BOOMco.™ is amping up blaster action at every turn. The line of blaster products feature:

  • The Smart Stick™ System: Smart Stick™ adhesive technology enables darts to only bond to Smart Stick™ technology surfaces.
  • Darts and Targets: Smart Stick™ darts work with all BOOMco.™ blasters and feature anti-jamming properties along with a strong durable construction that keeps darts straight. 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.

The all-new line of blasters makes its debut with the BOOMco.™ Twisted Spinner™ blaster and the BOOMco.™ Rapid Madness™ blaster available in Canadian stores this summer.

"BOOMco.™ high performance blasters shoot seriously fast and seriously far. We're really pumped to give kids the chance to try out BOOMco.™ blasters, so they can see and feel the benefits of the one-of-a-kind Smart Stick™ technology," continued Ng. "The fun doesn't stop after the tour. We've launched a website where monthly challenges will be published, and downloadable targets will be available to keep the action going."

The BOOMco.™ BOOM truck will roll out to a variety of Ontario events including the CNE August 15-16 and Burlington Children's Festival on August 17. For its final stop on Saturday, August 30, kids and families can experience the non-stop fun of Great Wolf Lodge paired with high action target practice at the BOOMco.™ Blast Course.

Full list of tour stops to be announced after the BOOMco.™ BOOM Tour launch at the CN Tower, on

To learn more about BOOMco.™, download targets and watch monthly challenge videos, visit and check out @boomco on Instagram.

The BOOMco. truck and tour was designed and will be executed by Toronto-based marketing agency, TrojanOne Ltd.

About Mattel

The Mattel family of companies 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

About TrojanOne Ltd.

TrojanOne's mission is to get its clients promoted. Originally founded as Trojan Sports Marketing in 1994, the agency began with a focus on grassroots and community.

In 2003, the company expanded its services to include new offerings for clients in marketing communications, sponsorship consulting, brand activation, consumer-based event management and experiential marketing.

TrojanOne works with blue chip corporations to create and deliver memorable brand experiences, and with sport, cause and entertainment properties to identify their value proposition and maximize their business potential. TrojanOne also owns and executes proprietary events.

No matter where you are in North America…and no matter what stage you're at in the marketing cycle, TrojanOne is ready to help -- from strategy through creative and execution to fulfillment.

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