Hasbro’s NERF brand is continuing to look beyond the blaster, offering new experiences to kids and families around the globe.
The NERF Action Xperience in Singapore already has a full portfolio of NERF-themed activities, with additional locations planned across the United States and the larger globe. Kingsmen Xperience and Max-Matching Entertainments are partnering up for the launch of a NERF Action Xperience location in Beijing, China, under license by Hasbro. The new attraction will open in 2025.
NERF Action Xperience centers offer several interactive experiences for all ages of guests. The centers have blaster battle zones, sports challenges, an obstacle course, a food area, and a retail store. Kids visiting the Singapore location can participate in activities such as competing against friends in a blaster accuracy challenge, tossing foam basketballs into hoops, conquering a rope course, and more.
For nearly 55-years, NERF has grown from a toy brand to a true social, active play lifestyle with a passionate global following and footprint across 25+ diverse categories. NERF Action Xperience is a perfect example of how the spirit of the NERF brand can be translated to new and truly immersive touchpoints for fans.
Kingsmen Xperience will manage licensor relations and the intellectual property (IP), as well as lead design and development. Max-Matching Entertainments is heading up the identification of potential locations and destination venues, developing properties, and managing facilities.
The first of China’s NERF Action Xperience locations will be opening in 2025 in Beijing, with plans to follow up with even more locations in the country. Hasbro has been putting concerted effort into expanding the NERF brand beyond retail blasters, with new offerings such as the sport NERFball, NERF Dog products, and the NERF Action Xperience centers.
