Kingsmen Creatives to bring Nerf action business into China via JV

Kingsmen already runs a Nerf experience centre at Marina Square

Kingsmen Creatives is gearing up to bring the Nerf action experience into China come 2025 via a strategic partnership, as part of the company's broader push into experience-based activities and markets.

The deal is inked via Kingsmen Xperience, Kingsmen's US-based unit, that is focused on location-based entertainment.

The partner is with Max-Matching Entertainments, described as one of the largest investors, developers, and operators of location-based entertainment in China with rapid expansion across Asia.

The Nerf Action Xperience family entertainment is under license by leading toy brand Hasbro. Among other game plays, Nerf fans form teams to pit against each other within the experience centres.

Under the partnership, Kingsmen Xperience will manage the intellectual property and licensor relations, and lead design and development. Kingsmen already runs a Nerf Action Xperience centre at Singapore's Marina Square.

Max-Matching Entertainments, on the other hand, will identify the locations and destination venues, develop the properties, and provide best-in-class operations and facilities management.

The partners are planning to open the first permanent Nerf Action Xperience indoor family entertainment centre in Beijing and will be followed by other locations throughout China.

According to Kingsmen, each centre will range between 1,500 sqm to 4,500 sqm, and will feature features such as 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,” says 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," he adds.

“China is one of the world’s fastest-growing markets for family entertainment products," says Owen Zhao, president of Max-Matching Entertainments.

"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-pumping adventures, taking the NERF Action Xperience to a new level in China,” he adds.

Matt Proulx, vice president, global experiences, partnerships and music at Hasbro says that for nearly 55 years, Nerf has grown from a toy brand to an active play lifestyle franchise with "a passionate global following" boosted by its action centres in US and UK.

"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,” says Proulx.

"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," he adds.

Andrew Cheng, group CEO of Kingsmen says that the opening of these new attractions marks another step in the company's 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,” says Cheng.

Kingsmen shares last changed hands at 30 cents, up 13.46% year to date.

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