Hasbro is taking its Nerf Action-Xperience attractions to China, starting in Beijing in 2025 with more locations to follow.
Hasbro has teamed up with Kingsmen Xperience and Max-Matching Entertainments, one of Asia’s premier international entertainment companies, to develop the Nerf-themed experiences in China.
Kingsmen Xperience, the US location-based entertainment (LBE) subsidiary of Kingsmen Creatives, will manage the intellectual property (IP) and licensor relations, and also lead the design and development.
Max-Matching Entertainments will find the locations and venues, develop the properties, and provide operations and facilities management.
“China is one of the world’s fastest growing markets for family entertainment products,” said Owen Zhao, president of Max-Matching Entertainments.
“There has been a growing demand for world-class leisure and entertainment experiences and destinations by families and young travelers.”
Corey Redmond, senior executive vice president of Kingsmen Xperience, said Max-Matching Entertainments’ “vast experience and knowledge of attraction operations and Chinese consumer insights… will allow us to create wonderful and memorable consumer experiences”.
Nerf Action-Xperience venues include blaster battle zones, sports challenges, an obstacle course, a food and beverage area, and a retail store.
Hasbro LBE experiences in China
“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,” said Matt Proulx, vice president of global experiences, partnerships and music at Hasbro.
“Following excitement for Nerf Action Xperience centers in the US and UK, we’re eager to expand our reach with Kingsmen Xperience and Max-Matching Entertainments and bring adrenaline-packed experiences and dynamic gaming to our fans in China.”
Andrew Cheng, group CEO of Kingsmen, said: “Nerf Action Xperience is a highly interactive attraction that encourages team building and family or community bonding through active play.”
In more Nerf news, Hasbro has debuted the first-ever Nerf-themed land at Beto Carrero World in Brazil, and Europe’s first Nerf Action Experience is open in Manchester.
Images courtesy of Hasbro
