NAX unlocks a new way to experience the Nerf brand for fans of all ages and will be followed by other locations throughout China in 2025.
Kingsmen Creatives has announced that Kingsmen Xperience, its US location-based entertainment focused subsidiary, and Max-Matching Entertainments have formed a strategic partnership to bring the globally popular Nerf Action Xperience family entertainment centres, under licence by Hasbro, to China beginning in 2025.
Under the partnership, Kingsmen Xperience will manage the intellectual property and licensor relations, and lead design and development. Max-Matching Entertainments will identify the locations and destination venues, develop the properties, and provide best-in-class operations and facilities management. The permanent Nerf Action Xperience indoor family entertainment centres (NAX) are planned to open first in Beijing, followed by other locations throughout China.
A true active play centre that unlocks a totally new and exciting way to experience the Nerf brand for fans of all ages, NAX promises to bring Nerf play to never imagined heights of immersion and excitement. Facilities will range in size from 1,500 m2 – 4,500m2, and will feature everything needed to realize the ultimate Nerf experience: blaster battle zones, sports challenges, an obstacle course, a food & beverage area and a retail store.
“The strategic partnership with Max-Matching Entertainments is a perfect complement to our core skill sets and represents our continued commitment to expand the Nerf Action Xperience throughout China and Asia-Pacific,” said Corey Redmond, senior executive vice president of Kingsmen Xperience. “With the team’s vast experience and knowledge of attraction operations and Chinese consumer insights, combined with Kingsmen Xperience’s ability to collaborate with best-in-class brands across disciplines, it will allow us to create wonderful and memorable consumer experiences.”
“China is one of the world’s fastest growing markets for family entertainment products,” added 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 travellers. Our strategic partnership with Kingsmen Xperience will introduce a line-up of adrenaline-pumping adventures, taking the Nerf Action Xperience to a new level in China.”
“For nearly 55-years, Nerf has grown from a toy brand to a true social, active play lifestyle with a passionate global following and footprint across 25+ diverse categories. Nerf Action Xperience is a perfect example of how the spirit of the brand can be translated to new and truly immersive touchpoints for fans,” said Matt Proulx, VP, Global Experiences, Partnerships and Music at Hasbro. “Following the Nerf Action Xperience centres 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 chief executive officer of Kingsmen, said: “The opening of these new attractions marks another step in our drive to deliver new and unparalleled experiences around the world.”
