Rocafella Leisure has entered into a licensing agreement with Hasbro to kick start the UK rollout of Nerf Action Xperience (NAX).
Having successfully entered a licensing agreement with global branded entertainment company Hasbro, Rocafella Leisure has recently secured the investment to commence work on the first Nerf Action Xperience family entertainment centre in the UK.
Each NAX centre provides guests with a multitude of Nerf fuelled indoor activities to explore. It consists of three different zones to activate Nerf adventures in a purpose-built and immersive environment.
The competition zone allows groups to battle it out with different Nerf blasters in three immersive themed arenas, while the sports zone features a huge atrium of Nerf-related sports challenges. Finally, a dedicated training zone lets players hone targeting skills.
The inaugural NAX family entertainment centre will open in the recently rebranded Trafford Palazzo, Manchester in summer 2023, marking the start of a UK-wide rollout which will see two further locations added within the coming years.
“The Nerf Action Xperience in Manchester embodies Hasbro’s Brand Blueprint 2.0, our strategic approach to bringing Hasbro’s iconic brands to life, for fans of all ages,” said Matt Proulx, VP Location Based Entertainment at Hasbro, Inc. “As we expand the Nerf franchise into new categories, we will continue to introduce innovative experiences for consumers – and we’re excited to partner with Rocafella Leisure to bring the NAX experience to fans throughout the UK.”
A curriculum is being developed to help schools and colleges utilise the facilities for STEM (Science, Technology, Engineering and Mathematics) learning as key STEM topics can be demonstrated through the gameplay and operations within the venue.
Chris Hayes, chief executive of Rocafella Leisure Group, said: “This is a momentous moment for Rocafella Leisure as we establish, what we believe, a world-renowned destination that personifies the brand values of Nerf within an entertainment setting. Hasbro has been extremely supportive of the vision we have proposed and like us, is extremely excited to bring this venue to life; continuing to enable and inspire the use of its IP in pioneering ways within the location based entertainment sector.”
Fit-out work is due to be completed in summer 2023, with an official opening to follow soon after. To keep up to date with potential opening dates, keep an eye on the NAX website here.
