Nerf Brings New Action-XPeriences – and a New Blaster?

November 22, 2023

Nerf has been busy with their event centers! Although the Nerf Challenge in Toronto may have finally ended, there are new Action Xperiences popping up around the world! The Chinese market will see them in 2025, but you can visit one now in Great Britain…and possibly see a new blaster? Let’s get the press stuff out of the way, then talk about the blaster!

Nerf Action Xperience Coming to China!

KINGSMENXPERIENCEANDMAX-MATCHING ENTERTAINMENTSANNOUNCESTRATEGICPARTNERSHIPTO BRING NERF ACTION XPERIENCE TO CHINA

Singapore, China and United States, November 1, 2023 –  Kingsmen Creatives Ltd. (“Kingsmen”), a leading creator of experiences, announced today that Kingsmen Xperience, Inc., (“Kingsmen Xperience”) its United States location-based entertainment focused subsidiary, and Max-Matching Entertainments Co., Ltd. (“Max-Matching Entertainments”), one of the largest investors, developers, and operators of location-based entertainment in China with rapid expansion across Asia, have formed a strategic partnership to bring the globally popular NERF Action Xperience family entertainment centers, under license by leading toy and game company 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 centers are planned to open first in Beijing, followed by other locations throughout China.

NERF Action Xperience is a true active play center that unlocks a totally new and exciting way to experience the NERF brand for fans of all ages, bringing 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 their 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. There has been a growing demand for world-class leisure and entertainment experiences and destinations by families and young travelers. 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,” said Owen Zhao, President of Max-Matching Entertainments.

“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 NERF brand can be translated to new and truly immersive touchpoints for fans,” said Matt Proulx, Vice President, Global Experiences, Partnerships and Music at Hasbro. “Following excitement for NERF Action Xperience centers in the U.S. and U.K., 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.”

Commenting on the partnership and opening of the new attractions, Andrew Cheng, Group Chief Executive Officer of Kingsmen shared, “The opening of these new attractions marks another step in our drive to deliver new and unparalleled experiences around the world. NERF Action Xperience is a highly interactive attraction that encourages team building and family or community bonding through active play. We will continue to explore new opportunities given the strong demand for branded content.”

Great Britain Xperience Has a New Blaster!

Here’s the official blurb:

NERF ACTION XPERIENCE LAUNCHES IN MANCHESTER FOR ITS FIRST-EVER EUROPEAN LOCATION

  • The first NERF Action Xperience in Europe
  • The venue located in Trafford Palazzo has officially opened with seven days a week access.
  • The first entertainment centre globally to use NERF Gelfire blasters.

NERF Action Xperience, an action-packed entertainment attraction, has officially opened its doors at Trafford Palazzo – making Manchester the location for its first-ever European launch.

Following a soft opening period when trailblazing enthusiasts could try out the new adrenaline-fuelled entertainment venue, the site has now fully opened seven days a week.

All images © 2010-2022 Georgie Glass.
All images © 2010-2022 Georgie Glass.

Situated on the ground floor at Trafford Palazzo and spanning 35,000 square feet, the Manchester indoor entertainment centre is the first in Europe. Furthermore, one of the centre’s combat zones uses the high-performance Gelfire blasters – an exciting new product from NERF not currently in play anywhere else. The hydrated rounds that burst on impact enable the user a high-level experience, eliminating the need to reload as often.

The centre features four action-packed NERF zones, including thematic blaster battlegrounds, training activities, and a NERF sports arena. NERF AX has partnered with the iconic Archie’s next door to provide top notch food and beverage for parties and casual guests alike.

The venue is managed by Manchester-based entertainment specialists Rocafella Leisure under license from leading toy and game company Hasbro.

Chris Hayes, Rocafella Leisure’s Chief Executive Officer, 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.”

For more information about NERF Action Xperience, and to buy tickets, visit www.nerfax.co.uk

All images © 2010-2022 Georgie Glass.

However, I’M interested in the blaster they’re all using. Whether it’s physically tied to the activity at hand or being used free-range in the arena, loads of these pictures feature a cool, eight-dart revolver in the vein of the Strongarm. There’s a blue slide with a flip-down priming loop, orange body accents all over…and I’m absolutely loving it. I’ve emailed my contact to see if there’s any further info available on the blaster, or whether it’s a thing created specifically for Nerf Action Xperience, and I’ll let you know if there’s an update.

Admittedly, the Nerf Action Xperience would be a great way for Hasbro to test initial runs of new blasters – spend a week quietly using a new model in the PvP or arcade areas, see if people are breaking them or trying to use them in unexpected ways, and use the feedback to adjust before the actual product reaches shelves.

That last part is just my opinion, though. It’d be cool to see.