By Gary Symons
TLL Editor in Chief
Hasbro and Kingsmen Creatives are expanding their NERF Xperience brand into China, starting with an entertainment centre in Beijing.
NERF is one of the eight core division that Hasbro is focusing on under its new strategic plan, aiming to turn it into a billion dollar brand.
That quest has gotten a boost with the partnership between Hasbro and Kingsmen, which sees the partners building out NERF-branded location-based entertainment centres around the world.
That now includes a critical expansion into China, one of the world’s largest markets.
Kingsmen announced Nov. 1 that its Kingsmen Xperience subsidiary has formed a partnership with China-based Max-Matching Entertainments, one of the largest investors, developers, and operators of location-based entertainment in China with facilities across Asia. The strategic joint venture is aimed at bringing the globally popular NERF Action Xperience family entertainment centers, under license by leading toy and game company Hasbro, to China beginning in 2025.
Max-Matching Entertainments comes to the venture with a great deal of experience working with major brands. It has been spearheading the creation of international IP visitor experiences featuring Hasbro, Mattel, WildBrain, Aardman, Crayola, and other well-known IPs. Max-Matching Entertainments says its core value is the ability to support brands and clients with integrated solutions best suited for each market, thus combining world-class entertainment brands with local market insights and expertise.
“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.”
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 facilities are active play centers that unlock an exciting way to experience the NERF brand for fans of all ages. Facilities will range in size from 1,500 m2 – 4,500m2, and will feature everything needed to realize the ultimate NERF experience, such as blaster battle zones, sports challenges, an obstacle course, a food & beverage area, and a retail store.
Hasbro also upped their game recently, so to speak, as it introduced an entirely new sport based on NERF gelblasters called NERFBALL with an exhibition game in Bradenton, Florida.
It’s the first sport to be based on the NERF franchise, and indeed, one of the few sports ever to be based on a product line. In that sense, the introduction of NERFBALL could lead to leagues springing up around the world, as happened with the development of Ultimate Frisbee. NERFBALL is among the activities that can be played in some of the first NERF Action Xperience centres in the United States. Hasbro says the Xperience centres globally are a major aspect of the campaign to expand the footprint of NERF technology in people’s lives.
“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.”
Owen Zhao, President of Max-Matching Entertainments, predicts the NERF facilities will be a huge hit in China, where family entertainment products and facilities are a booming business.
“China is one of the world’s fastest growing markets for family entertainment products,” Zhao explained. “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-pumpingadventures, taking the NERF Action Xperience to a new level in China.”
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