By Allison Watkinson
TLL Reporter
Kingsmen Xperience and Good Vibrations have formed a strategic partnership for branded location-based entertainment in North America.
The first experiential attractions to debut for the partnership will include the first North American location of NERF Action Xperience and a newly-created Planet Playskool attraction in New Jersey.
Both upcoming indoor entertainment centers will feature numerous activity zones, food areas and retail stores.
Planet Playskool is a play center intended for young children that features licensed Hasbro brands such as Play-Doh, Transformers, PJ Masks, and more.
“This is an exciting development for us,” said Kingsmen CEO, Andrew Cheng.
“The partnership with Good Vibrations and the opening of these new attractions in the United States marks the resumption of our drive to deliver new and unparalleled experiences around the world, after a three years hiatus due to the pandemic. It also marks another step in our drive to introduce new and exciting branded attractions to fans around the world,” Cheng added. “We will continue to explore new opportunities given the strong demand for branded content.”
Kingsmen Xperience is a subsidiary of Kingsmen Creatives Ltd. that focuses on developing branded location-based entertainment in the U.S. Under the terms of the deal, Kingsmen Xperience will manage and source real estate, intellectual property, licensor relations, production support and marketing support through its wholly-owned subsidiary KX Management LLC.
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“The strategic partnership with Good Vibrations is a perfect complement to our core skill sets,” said Kingsmen Xperience EVP, Corey Redmond. “With their vast experience and knowledge of attraction operations and 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.”
Good Vibrations is an entertainment company that owns, operates and finances family entertainment attractions for the U.S. region through its BrightColors and Bright Play subsidiaries. Through its Bright Play and BrightColors divisions, Good Vibrations will provide funding, location sourcing services, and operational management for the facilities and attractions associated with the licensing partnership.
“We are very excited to be working with Kingsmen Xperience and taking the many years of expertise we have in the family attraction business to the next level with a new slate of branded location-based entertainment,” said Good Vibrations director, Robin Turner.
“This is just the beginning of what we plan to do together, as we grow the business and various projects with Kingsmen Xperience across North America.”
The partnership between the two companies will continue with the recently-announced licensing agreement between Crayola and BrightColors to open several new Crayola Experience venues in the U.S. over the next five years.
Photo Credit: Photo at top shows the existing NERF Action Xperience in Singapore, and was provided by the company.
