NERF Challenge Tour

As the appeal of events and experiences continues to grow, Hasbro and Kilburn Live are taking NERF on the road.

Following the debut of the first-ever NERF Action Xperience in Singapore, plans have been revealed for the NERF Challenge, a live entertainment touring event that will debut in Los Angeles.

Set to open at the Event Deck at L.A. Live on Dec. 7, the NERF Challenge will immerse fans in a 50,000-square-foot play environment packed with challenges and experiences designed to engage players with NERF’s iconic blasters and sports products. The recently launched NERF Ultra will be among the featured blasters for the event.

“For the last 50 years, the NERF franchise has consistently redefined and reinvented the world of active play,” says Adam Kleinman, vice president of global brand strategy and marketing at Hasbro. “We are dedicated to providing fans with the products and experiences they want most, and NERF Challenge combines the best of both worlds to create a true interactive play experience that leverages the cutting-edge innovations NERF is known for.”

NERF Challenge Experiences include:

  • Dodge Blast: Players can partner up to storm a fortified position held by friends using NERF blasters to score points on stationary targets — all while avoiding a barrage of darts;
  • The Arenas: Combatants can grab a blaster for team-based play in one of three custom-themed, 4,500-square-foot NERF arenas: Urban Playground, Strange Cargo, and Blast Man Standing;
  • Colossal Foosball: Players will enter a single plane of existence to compete with friends in a life-sized game of foosball;
  • Wrecking Bowling: It’s bowling with a twist as players become a human wrecking ball with a single purpose: scoring the elusive strike; and
  • Try-athlon Ninja Style Circuit Course: The ultimate test of speed and agility, this soft play obstacle course is designed to test participants’ athletic prowess.

“Simply stated, this is 50,000 square feet of over-the-top, zany, active play for all ages. At NERF Challenge, we have created a world of fun-filled, gamified play between parents and children, siblings, friends, and new friends,” says Mark Manuel, CEO at Kilburn Live. “This is something NERF fans have been dreaming about for decades, and with our partners at Hasbro, we are finally able to bring this adrenaline-filled event to life. We are putting guests into the ultimate action-sports experience. This will be pure, 100% fun, active play at its finest!”

Hasbro is among several companies working to bring its brands to families in new ways, including Family Entertainment Centers (FECs) and live tours, including one in development for Power Rangers via Kilburn.

“NERF Challenge is the first of many interactive entertainment spaces yet to come, which will bring ‘the world’s best play experiences’ from Hasbro to life for both kids and adults to enjoy,” says Casey Collins, senior vice president and general manager for Hasbro Consumer Products.

Tickets for the NERF Challenge will go on sale on Oct. 28. The tour will visit multiple cities in the U.S. and Canada over the next year.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.

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