Kingsmen Xperience and Good Vibrations are partnering to launch new Hasbro-themed location-based entertainment (LBE) attractions in North America.
The partnership will begin with the launch of North America‘s first Nerf Action Xperience and the world’s first Planet Playskool experience in late 2023 at Westfield Garden State Plaza in New Jersey.
Both of these family entertainment centres (FECs) will be home to activity zones, F&B areas and retail outlets.
Corey Redmond, the senior executive VP of Kingsmen Xperience, said the partnership “will allow us to create wonderful and memorable consumer experiences”.
Nerf Action Xperience and Planet Playskool
Nerf Action Xperience will cover more than 36,000 square feet, offering immersive activities inspired by the Nerf brand.
Planet Playskool is described as a children’s creative play centre, featuring Hasbro brands such as Play-Doh, Transformers, PJ Masks, Mousetrap, Spirograph and Tinkertoy.
Kingsmen Xperience, the LBE subsidiary of Kingsmen Creatives in the US, is responsible for sourcing the real estate and intellectual property (IP), and managing licensor relations.
Good Vibrations, which operates family-friendly attractions, will find the locations for the new FECs. It will also provide some funding and management through its Bright Play and BrightColors divisions.
Additionally, BrightColors has teamed up with Crayola to open at least five new Crayola Experience locations over the next five years in the US.
Andrew Cheng, Kingsmen’s group CEO, said the company aims to “deliver new and unparalleled experiences around the world”.
“We will continue to explore new opportunities given the strong demand for branded content,” he added.
Good Vibrations’ managing director Robin Turner said this is “just the beginning of what we plan to do together, as we grow the business and various projects with Kingsmen Xperience across North America”.
Elsewhere, the first Nerf Action Xperience in the UK is opening this year in Manchester, while Saudi Arabia’s Al Hokair Group and Hasbro are launching a unique FEC concept called Playocity across the kingdom.
Additionally, Merlin Entertainments and Hasbro are opening North America’s second Peppa Pig Theme Park in Texas in 2024.
Images: Kingsmen Xperience
