Hasbro and Marvel are taking superhero play to the next level with the release of the Spider-Man Real Webs Ultimate Web Blaster, a groundbreaking toy that lets kids shoot real, tangible webs using a proprietary gel-based fluid. The launch is supported by a high-energy campaign crafted by production company Dessert Before Dinner in partnership with Santa Monica-based agency Tongal, and directed by Andy Kelemen.
Shot on location in Pittsburgh, the new broadcast and digital spots are a thrilling mix of slow-motion action, visual effects, and gravity-defying stunts — including trampoline-assisted web-slinging. The goal? To capture the imaginative spirit and action-packed experience that Spider-Man fans crave, while staying true to the actual functionality and safety of the toy.
“This was all about creating something visually striking and aspirational that still stays true to the safety and functionality of the toy,” said Kelemen. “We worked closely with Hasbro’s legal and product teams to make sure the web blaster was shown as accurately and excitingly as possible, without crossing into fantasy.”
The Spider-Man Real Webs Ultimate Web Blaster marks a new milestone in interactive play, allowing kids to experience the thrill of Spider-Man's iconic superpower in a tangible, hands-on way. It’s the first toy of its kind, designed to deliver a safe, mess-free, and fully immersive web-slinging experience.
Dessert Before Dinner oversaw the project from end to end — from casting to post-production — delivering the campaign in multiple formats and aspect ratios tailored for broadcast, social media, and digital platforms. The spots are now live, offering dynamic, visually rich content that speaks directly to today’s young audiences.
This campaign adds to Dessert Before Dinner’s expanding portfolio in the children and family space. The company has previously collaborated with Hasbro on marketing efforts for major kids' properties like Peppa Pig and PJ Masks, solidifying its reputation for delivering fun, story-driven content with high production value.
With the Ultimate Web Blaster, Hasbro continues to innovate in the toy space, merging imagination, physical activity, and superhero storytelling into one seamless play experience. It’s not just another action toy—it’s a leap into the Marvel Universe, right from the backyard.
