NERF Action Xperience centres to open in China from 2025

NERF, Matt Proulx, Hasbro, Owen Zhao, Max-Matching Entertainments

Following launches in the US and UK, NERF Action Xperience centres are set to open in China.

Kingsmen Xperience and Max-Matching Entertainments have partnered with Hasbro on the project, with the first NERF Action Xperience centre opening in Beijing in 2025.

Centres will range in size from 1,500 m2 to 4,500m2, and will boast blaster battle zones, sports challenges, an obstacle course, food and beverage areas and a retail store.

“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 more than 25 diverse categories,” said Matt Proulx, Vice President, Global Experiences, Partnerships and Music at Hasbro.

“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. Following excitement for 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.”

Owen Zhao, President of Max-Matching Entertainments, added: “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.”

Corey Redmond, Senior Executive Vice President of Kingsmen Xperience, continued: “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.”

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