After securing a licensing deal with Hasbro, Rocafella Leisure has begun working on the first NERF Action Xperience family entertainment center (FEC) in the UK.
The NERF Action Xperience centers will offer families NERF-inspired activities in three zones of the facility. A competition zone will encourage players to engage in NERF battles in different arenas, while a sports zone will feature NERF challenges within games such as basketball and football. A third zone will help beginners train for the games. The first location is set to open next summer.
“The NERF Action Xperience in Manchester embodies Hasbro’s Brand Blueprint 2.0, our strategic approach to bringing Hasbro’s iconic brands to life, for fans of all ages,” says Matt Proulx, vice president of location based entertainment at Hasbro. “As we expand the NERF franchise into new categories, we will continue to introduce innovative experiences for consumers – and we’re excited to partner with Rocafella Leisure to bring the experience to fans throughout the UK.”
As the facility is built, Rocafella and Hasbro are developing a curriculum for STEM (Science, Technology, Engineering, and Mathematics) activities that educators can use to enhance learning using NERF gameplay.
“This is a momentous moment for Rocafella Leisure as we establish, what we believe, is a world-renowned destination that personifies the brand values of NERF within an entertainment setting,” says Chris Hayes, Chief Executive, Rocafella Leisure. “Hasbro has been extremely supportive of the vision we have proposed and like us are extremely excited to bring this venue to life; continuing to enable and inspire the use of their intellectual property (IP) in pioneering ways within the location based entertainment sector.”
The layout of the building has already been established, and the first phase of construction will soon be in the works. The center will open next summer in the Trafford Palazzo, now owned by Peel L&P, with the opening of two additional centers in the UK planned for the coming years.
