Nerf guns at 10 paces: Hasbro faces boycott after siccing lawyers onto fan site

US-based toy multinational Hasbro is embroiled in a damaging Internet scandal after it marshalled henchmen representing global lawyers Baker & McKenzie to take aim at an online fan for posting photos of his favourite Hasbro Nerf guns.

The saga, in which Hasbro allegedly tricked a Canberra based public servant Martyn Yang into revealing his home address so they could serve him with a legal letter, has now been referred to the NSW Legal Services Commissioner and this morning became the subject of a rapidly-spreading anti-Hasbro meme.

Last month, Yang, who scours the internet for the latest Nerf, Lazer Tag and Super Soaker scoops on his popular hobbyist toyblaster blog Urban Taggers, was sitting at home when he received an unexpected email from Hasbro’s Pacific Product Manager Leigh Gibson. Gibson was writing with an apparent offer of some exclusive Nerf loot:

On 15 March 2012 12:27, Gibson, Leigh

Hi there,

I have some of the above [Nerf Pinpoint Sights] in our office I can give to you as a giveaway – noticed you were wanting to know if they are in Australia. We ordered some as a gift with purchase but haven’t used them anywhere yet. Please let me know if you are interested and I can see how many we can spare.

Kind regards,


Yang, who goes by the online handle ‘Pocket’, replied positively, and was keen to launch a giveaway for his legion of fans:

From: Pocket

Sent: Thursday, 15 March 2012 3:06 PM

To: Gibson, Leigh

Subject: Re: The Nerf Pinpoint Sight

Hi Leigh,

Thanks so much for your email, and good to hear from an official Hasbro channel! The Pinpoint sight IS probably one of the most sought after accessories so offering some to us for a giveaway would be fantastic and would definitely be a very popular prize. Did you have anything in mind you’d like to see us do/push/promote?



Gibson, CCing in her colleague, Assistant Product Manager Peter Weavers, wrote back to Yang within minutes, asking for his postal address.

From: Gibson, Leigh

Date: 15 March 2012 15:11

Subject: RE: The Nerf Pinpoint Sight

To: “Pocket Esq.”

Cc: “Weavers, Peter”


No – they aren’t for sale anywhere –

My colleague Pete will send some to you (plus one for yourself) if you can let us know where to send them. We should be able to spare 10 for giveaway so will send you 11 – Pete will confirm this qty.



But the Pinpoint Sights never arrived. Instead, six days later, Yang was sent a threatening letter from Baker & McKenzie partner Robert Arnold on behalf of Hasbro, demanding he remove “commercially sensitive information and copyright protected images about its unreleased N-STRIKE ELITE “RAMPAGE” BLASTER…”. Further, Arnold demanded that Yang provide him with the “name, address, email and IP address” of  “the person that provided you with this information” within 24 hours.

Gibson appears to have used a false offer of free merch to dupe Yang into giving up his street address.

Yang fired back over email, agreeing to take the images down but, citing recent amendments to the Australian Evidence Act regarding a journalistic obligation to protect his sources, refused to name his informant, suggesting instead that Arnold check out mainstream shopping sites like Ebay and Taobao (the Chinese Ebay) if he wanted to get the lowdown on the latest Nerf products. Google might also be of assistance, Yang said, “to do a targetted search in the same way I do, using appropriate search parameters to narrow the scope of the search”. Crikey found the Strike Rayven within a few clicks …

Arnold wanted a follow-up chat but not before Hasbro’s Weavers had bizarrely emailed again, saying he had “ordered 11 pin point sights for you. Can you please supply a delivery address?”

And Arnold wasn’t giving up either, claiming that Hasbro’s address request “had nothing to do with me”.

From: Arnold, Robert

Date: 30 March 2012 08:48

Subject: Nerf Rampage/Urban

To: Pocket Esq

Dear -

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Categories: Online, Players

19 Responses

Comments page: 1 |
  1. Big law firms love the internet - because it creates so much work for them - but they really don’t understand it at all, do they?

    by Dave on Apr 24, 2012 at 1:47 pm

  2. Never mind boycotting Hasbro, we should all be boycotting lawyers.

    by Mark Duffett on Apr 24, 2012 at 2:38 pm

  3. That’s a damn shame, Urban Taggers is such a good site for Nerf stuff.

    by Stuart Hodge on Apr 24, 2012 at 2:40 pm

  4. Terrible article. Peter Slipper wasn’t even mentioned once! You’ll have to lift your game Crikey.

    by David Allen on Apr 24, 2012 at 2:42 pm

  5. Here I was thinking nerf was a verb.

    from wiki:

    In video gaming a nerf is a change to a game that reduces the desirability or effectiveness of a particular game element. The term is also used as a verb for the act of making such a change.[1][2] The opposite of nerf is buff.

    I forsee Hasbro getting nerfed in the future.

    by Meski on Apr 24, 2012 at 2:44 pm

  6. @meski nerfing in video game terms is a reference to the guns/foam toys- it’s like replacing the in-game guns with their nerf equivalent

    by Stuart Hodge on Apr 24, 2012 at 2:48 pm

  7. you all have it wrong, Hasbro’s website says:
    Our Approach
    For many decades, an ethical outlook and commitment to good governance has supported Hasbro’s growth and evolution into the trusted and successful global branded play company it is today. Taking a principled approach is good for business, igniting our creativity and connecting us to our customers and employees.
    Fostering an ethical culture is a core company value that requires daily effort. We work to embed this culture in our offices and facilities around the world through a comprehensive code of conduct and a rigorous ethics and compliance program. We also strive to comply with the highest legal and ethical standards.
    Our Chief Executive Officer (CEO) and Board of Directors set the tone from the top for good corporate governance practices and upholding our ethical culture in support of creating long-term shareholder value.
    While we are proud of this history, we are now seeking to more actively engage the outside world in our corporate responsibility efforts. In 2010, we took a close look at how we could better report on and engage with external stakeholders on corporate social responsibility (CSR) and sustainability issues. One outcome was the establishment of a formal CSR practice directed by the CEO and headed by the Vice President of Corporate Responsibility and Government Affairs. Another was the decision to publish this comprehensive online report.

    by adam benecke on Apr 24, 2012 at 3:00 pm

  8. Hasbro is likely suffering from a problem of their own making. by contracting production of their toys to cheap, Chinese factories that pay workers so little, Hasbro are leaving themselves wide open to those staff willing to steal products and sell them on the Internet using Tao Bao. They should start their investigation and remedy at the source.

    by CHopper on Apr 24, 2012 at 6:16 pm

  9. Instead of seeing a rolled gold marketing opportunity, these corporate clowns send in the lawyers. Well, that’s a smart move isn’t it?

    As the Major booksellers, Toy makers, movie studios &tc squeal like stuck pigs that their overblown profits are in decline, they seem intent on shooting themselves in the foot.

    They should make it quicker, aim for your head guys so the new age of commerce can break free from the shackles of corporatisation.

    The sooner the better for all.

    by HaTeMaiL on Apr 24, 2012 at 6:57 pm

  10. Oh no, the iron fist can be seen within the nerf glove.

    by Andybob on Apr 24, 2012 at 8:12 pm

  11. NB anyone still so complacent as to think corporations are trying to rule the world aided, as are all would be dominators, by their bullying, when not forelock tugging, mercenaries.
    Who needs armies when Quislings and eager satraps are so cheap & amoral?

    by AR on Apr 24, 2012 at 9:27 pm

  12. Thanks to Andrew Crook for spotlighting this.

    Issuing cease-and-desist letters and threatening legal action internationally is one thing, but in this case Hasbro has apparently given itself the right to run a sting investigation, then - and this is just ridiculous - hire a domestic goon squad to menace Yang and his neighbours.

    Take a moment to imagine how this would be reported if it were a larger corporation.

    Imagine that Fox or Disney was employing Australian snoops (with TAFE certificates - these people are professionals on par with lollipop ladies) to lurk around the homes of suspected copyright infringers and interrogate them in hallways while demanding to capture everything on tape.

    Maybe this will be the premise for an exciting new boardgame from Hasbro.

    Suburb Creepers: the real lives of people who hang around picking their nose for hours until they can ambush someone who runs a website as a hobby.

    by Sancho on Apr 24, 2012 at 10:50 pm

  13. Chopper is right. Outsourcing to third world countries with poverty wages where some employees are driven to suicide and these corporations wonder why their products end up for sale on a Bangkok street or on Ebay.

    They let this particular genie out the bottle. Tough.

    by Michael de Angelos on Apr 25, 2012 at 1:30 am

  14. This story is sick - it always amazes me when big companies go after their most avid fans. These lawyers invent targets to go after to profit when it really just damages their own company. In an age where everything gets spread online though, it doesn’t even make sense for Hasbro to do this. A lot of brands are very risk-adverse and want all of the benefits of social media without any potential downsides. I think that these companies need to take a different mentality with social. Most of the time, even when you make a mistake sometimes, that makes the company look more human. The key is to react to an incident as a human would, apologize, and use it to build up the rapport you have with your followers. Way too many companies think that social media is just about setting up a Facebook page, maybe using some ads or the types of companies at to get more fans, and then boom - instant success. Social media doesn’t work like that. You have to develop your audience, offer them some content that they value, and listen to them. Then, if anything negative happens, you have some built-in trust. So that’s the approach that I think has to happen. But these lawyers are unfortunately dead set on lining their own pockets at the expense of their own brands.

    by Bachner Richard on Apr 25, 2012 at 6:37 am

  15. Pocket may also wish to consider lodging a complaint with the Office of the Information Commissioner (federal). National Privacy Principles provide that companies are not supposed to use personal information (like a residential address) for purposes other than the purpose for which the information was collected (ie providing free samples rather than issuing legal letters and sending the goon squad around on a Sunday afternoon).

    by FelineCyclist on Apr 25, 2012 at 12:39 pm

  16. Hasbro bought out The Avalon Hill Game Company back in the mid 1990’s and since then, the AHGC titles they inherited became cheap copies of the originals. They weren’t buying out the existing toy and game companies to improve on them, simply to exploit them…now they are being exploited.

    by Glenn Brandham on Apr 25, 2012 at 2:37 pm

  17. A very unpleasant state of affairs all round. Given that the blogger in question didn’t seem to be dealing with counterfeit goods and complied with the first cease and desist letter from the attorneys, the behavior that followed looks a lot like bullying to me. I’m sure that there were other ways to ask for assistance but they obviously chose what they felt was the most ‘direct’ way even if it was inappropriate, pointless and ultimately counterproductive.

    My sincere sympathies are with the blogger and I am glad that the Internet is here now to give a voice to people who might not otherwise be heard when they’re basically being bullied by corporations and lawyers.

    Thanks Crikey for letting us know about this issue. It’s very unsettling but it’s important that people know about things like this.

    by Puzzled One on Apr 25, 2012 at 3:16 pm

  18. Hasbro has just taken a nerf arrow to the knee.

    by Bretty on Apr 25, 2012 at 5:28 pm

  19. Or an arrow to a nerfed knee, more likely.

    by Meski on Apr 26, 2012 at 9:50 am

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