It seems Mattel wants to get back in on the blaster action. With the old but legendary Mattel Ultimator with supposed 120ft ranges being the last notable/memorable Mattel blaster, they're finally coming back in 2014 with the BOOMco. line of blasters. They're trying to compete with the Elite line, with claimed 70ft ranges.
Props to Buffdaddy Nerf for compiling all of the information so far into a single post.
Boom Co. does have a website at http://www.boom-co.com/comingsoon but there's not much besides a video.
Also to note, the grey handguard looking shell pieces actually flip up to form shields which the darts are meant to stick to.
The following images are watermarked, and probably weren't for public distribution, but they managed to sneak out anyway.