Nearly a year after it was first announced, the world’s first NERF Action Xperience (NAX) has opened in Singapore.
Created in partnership between Kingsmen Creatives Limited (Kingsmen) and Hasbro Inc., the 19,000 square-foot family entertainment center (FEC) features multiple themed activity zones geared toward NERF enthusiasts ages 3-16. The main arena is designed to hold up to 150 players, while an attached retail space offers made-for-Singapore NERF blasters, accessories, and other merchandise.
Part of a growing movement in which brands are creating their own experiences for families and fans, the NAX is designed to promote learning through active play across four unique zones: Compete, Conquer, Challenge, and Create.
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“We are delighted to partner with Hasbro to bring this new play concept to the market,” says Andrew Cheng, group CEO, Kingsmen. “NERF Action Xperience brings a unique proposition to the market — one that integrates multiple themed activity zones, together with first-in-the-world programs that encourage learning, team building and family or community bonding through active play.”
Within the themed zones, players will find NERF worlds including Zombie City and Camp Dune, alongside unique terrain and physical challenges such as ziplines and obstacle courses.
Hasbro and Kingsmen will open the first U.S. location under the NERF Action Xperience banner late next year.
