Rendering of the facades for NERF Action Xperience and Planet Playskool | Source: Kingsmen Experience

Kingsmen Xperience, the U.S.-based subsidiary of Kingsmen Creatives, entered into a strategic partnership with Good Vibrations, an operator of family experience centers. Under the new deal, Kingsmen Xperience will source intellectual property (IP) and real estate, handle licensor relations and provide production and marketing support for new projects, including efforts with Hasbro and Crayola.

Through its Bright Play and BrightColors operating divisions, Good Vibrations will provide funding and operational management services for permanent facilities and traveling attractions. The company will also source destination venues and locations.  

Related: Hasbro, Franklin Sports Partner To Distribute NERF Sports Products

“The strategic partnership with Good Vibrations is a perfect complement to our core skill sets,” says Senior Executive Vice President of Kingsmen Xperience, Corey Redmond. “With their vast experience and knowledge of attraction operations and consumer insights, combined with Kingsmen Xperience’s ability to collaborate with best-in-class brands across disciplines, it will allow us to create wonderful and memorable consumer experiences.”

The partnership is set to bring forth the first North American NERF Action Xperience location, a 36,000 square foot NERF-themed entertainment center with activities for kids of all ages. Along with this attraction, the partners will also introduce the first-ever Planet Playskool kids experience. Catering to younger ages, Planet Playskool will include activities from Hasbro brands like Play-Doh, Transformers, PJ Masks, Mousetrap, Spirograph, and Tinkertoy.

Both indoor attractions are set to open at Westfield Garden State Plaza in Paramus, New Jersey later this year. 

Plans for a U.S. version of the NERF Action Xperience were initially revealed in 2019 but were sidelined due to the COVID-19 pandemic. Kingsmen recently inked a pact with Crayola to double the footprint of its Crayola Experience centers across the U.S.

About the author

Omar Letson

Omar Letson

Omar is an editorial intern at Adventure Media & Events, writing content for The Pop Insider, The Toy Insider, and The Toy Book. Attending the Savannah College of Art and Design, he plans to pursue a career in magazine journalism. Previously, Omar interned for entertainment news website TV-Tea and for Spitfire Strategies, a public interest communications firm. His favorite TV shows are RuPaul’s Drag Race, Absolutely Fabulous, and WandaVision.