Kingsman Xperience and Max Matching Entertainments Co Ltd have formed a partnership to bring Nerf Action Xperience centres to China, starting from 2025.
Beginning in Beijing, the first experience will open followed by other openings across China, ranging from sizes of around 1,500 to 4,500sq.m.
They will feature blaster battle zones, obstacle courses, sports challenges, F&B facilities and a retail store.
Matt Proulx, vice president, global experiences, partnerships and music at Hasbro, said: “Following excitement for Nerf Action Xperience centers 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, said: “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."
Andrew Cheng, group CEO of Kingsmen said: “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.”
