Hasbro, Kingsmen Partner to Bring the Nerf Action Xperience to the U.S.

Following significant buzz internationally, the Nerf Action Xperience will come to the U.S. next year.

Kingsmen Creatives Ltd. and its subsidiaries expanded their licensing agreement with Hasbro to open Nerf Family Entertainment Centers (FEC) in the U.S. through Kingsmen Xperience Inc. The first Nerf Action Xperience will open in Singapore later this year.

“When we first announced that Kingsmen was bringing the Nerf experience to Singapore, we heard from fans around the globe that they were excited about the possibility of more locations around the world,” says Casey Collins, SVP and general manager of consumer products at Hasbro. “The work Kingsmen has done with the upcoming opening of the Nerf Action Xperience in Singapore is outstanding, and we cannot wait for fans and families from all over the U.S. to have their own experience in their back yard, because for us and our fans, it’s Nerf or Nothin’!”

The first U.S. location will open late next year.

Andrew Cheng, group CEO of Kingsmen, points to the cross-generational appeal of the Nerf brand — not just for encouraging active play, but as a lifestyle brand that can be enjoyed socially. “The opening of Nerf FEC’s in the U.S. will redefine how fans can experience the brand as they find themselves immersed in exclusive Nerf worlds,” he says. “We look forward to breaking new ground as we engage audiences in a truly one of a kind experience.”

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book and Co-President of The International Toy Magazines Association (ITMA). He is also 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), New York Comic Con, 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.