Hasbro to open the first Nerf Experience in Singapore

Nerf Experience, new play experience themed to Hasbro’s Nerf brand, will open on the ground level of Marina Square shopping centre, Singapore.

The Nerf Experience will occupy over 18,000 square feet in the shopping centre and be the world’s first Nerf themed entertainment centre.

The indoor attraction will feature multiple activity zones that promote active play, team work and encourage participants to explore beyond their comfort zones while having fun.

Lim Hock San, chief executive officer of Marina Square, said: “Marina Square is positioned as a family mall in the city. The injection of the NERF experiences fits our overall positioning and strategy to provide more activity based experiences for the whole family. We believe the concept will be a great draw for both locals and tourists, creating much life and energy in the Marina Centre precinct.”

The deal was completed with Kingsmen, a communication design and production group in Asia Pacific and the Middle East, via its indirectly wholly-owned subsidiary Nax Singapore Pte.

Andrew Cheng, Group Chief Executive Officer of Kingsmen, said: “The NERF experience is designed to be a year-round family destination and Marina Square is an excellent launchpad for this exciting new attraction… a world’s first! Our goal is to create a brand of unique participative experiences that guests of any age can enjoy and will want to return to. With families constantly on the lookout for things to do together, we are confident that our offering of adrenaline-filled fun, coupled with enriching experiences will be a hit.”

Earlier this year, Hasbro acquired a number of properties from Saban Properties for $522m. These included the Power Rangers, My Pet Monster, Popples, Julius Jr, Luna Petunia and Treehouse Detectives.

Meanwhile competitor Mattel has licensed its Hot Wheels brand for two rides in India.

Image courtesy Kingsmen Creatives Ltd.