Hasbro has officially launched Europe’s first Nerf Action Xperience in the Trafford Palazzo in Manchester after a soft opening period.
The new indoor entertainment centre covers an area of 35,000 square feet and boasts four action-packed Nerf-themed zones, as well as a Nerf sports arena, training activities, and F&B.
Using sports equipment, blasters and soft darts, players can take on a range of activities against families and friends.
Located on the ground floor of Trafford Palazzo, the family entertainment centre (FEC) is the first Nerf Action Xperience in the world to use Gelfire blasters, a new product from Nerf.
The venue is managed by Manchester-based entertainment specialists Rocafella Leisure under license from Hasbro.
Chris Hayes, Rocafella Leisure’s CEO, said: “We’re over the moon with the feedback from our trailblazers, and we can’t wait to welcome so many more faces through our doors following our official launch in Manchester.
“We had a clear vision of what we wanted to achieve, and I’m incredibly proud of our team for bringing that to fruition.
“The initial feedback has accelerated our plans to expand the concept into further regions throughout the UK.”
Hasbro has also partnered with Kingsmen Xperience and Max-Matching Entertainments to take its Nerf Action-Xperience attractions to China, starting in Beijing in 2025 .
Nerf-themed family entertainment
“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.”
“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.
Elsewhere, Hasbro has debuted the first-ever Nerf-themed land at Beto Carrero World in Brazil.
The first Nerf Action Xperience opened in Singapore in 2019.
Images courtesy of Hasbro
