Rocafella Leisure has teamed up with Hasbro to launch the first Nerf Action Xperience (NAX) family entertainment centre (FEC) in the UK.
Opening in Manchester’s Trafford Palazzo in summer 2023, the inaugural UK venue will be followed by two further locations in the coming years.
Each of these FECs will feature Nerf-themed indoor activities across three immersive zones. The competition zone allows groups to compete with different Nerf blasters.
The sports zone features Nerf-inspired sports challenges including basketball and football volley, and in the training zone guests can improve their targeting skills.
Matt Proulx, vice president of location-based entertainment at Hasbro, said the company is “bringing Hasbro’s iconic brands to life, for fans of all ages”.
As Hasbro launches the Nerf franchise in new areas, the company will “continue to introduce innovative experiences for consumers”, said Proulx.
Trafford Palazzo, owned and managed by Peel L&P, is also home to Merlin Entertainments‘ Legoland Discovery Centre and Sea Life Manchester.
“We are really excited to welcome Nerf Action Experience to Trafford Palazzo,” said Mark Whittaker, executive director of property investment and management for Peel L&P.
“Over the past year, we have focused on developing an activations and events strategy within our mall space, which has attracted significant interest and demonstrates the power of creating experiences for customers within a retail space.”
Nerf Action Xperience FEC
Rocafella Leisure has agreed an exclusive partnership with Archie’s, a Manchester based American diner to operate the F&B offering within the FEC.
Chris Hayes, chief executive of Rocafella Leisure Group, said Hasbro is using its intellectual property (IP) in “pioneering ways within the LBE sector“.
“Not only are we creating a place for families and adults to experience Nerf beyond their own homes, we will transport them to an immersive space where they can play with the freedom to challenge, compete, and take home bragging rights – if they wish,” added Hayes.
Elsewhere, Al Hokair Group has partnered with Hasbro to launch a unique family entertainment centre (FEC) concept called Playocity across Saudi Arabia.
Images: Hasbro / Rocafella Leisure
