NERF Action Xperience centres to open in China from 2025

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.”

–

To stay in the loop with the latest news, interviews and features from the world of toy and game design, sign up to our weekly newsletter here

More Recent News

Ravensburger details influencer initiatives for Disney Lorcana

“It’s vital to us to onboard new influencers, players and Disney fans to grow and expand Disney Lorcana in the UK,” said Lea Dillenseger, Product Marketing Manager at Ravensburger UK.

BTHA and Mojo Nation to host Inventors Lunch at Toy Fair 2025

The free Inventors Lunch will return to Toy Fair on Thursday, January 25th at 12PM, hosted upstairs on the Toy Trust Lounge (UL 161).

Hasbro launches AI-powered Game Finder tool

Game Finder’s AI knows the nuances of each Hasbro game, from the ideal play group size to features unique to each title.

Surge Brands named global licensing agent for Crazy Aaron’s

“The creativity and sensory appeal of Crazy Aaron’s products lends themselves perfectly to other consumer products categories like apparel, toys, food, home décor, and beyond,” said Aaron Muderick, Founder and President at Crazy Aaron’s.

Boyhood teams with Disney for wooden Mickey Mouse figure

“We have achieved a result that sets new standards for wooden sculptures,” said Boyhood designer and founder Jakob Burgsø.

Toy Retailers Association details DreamToys list of top toys for Christmas 2024

“More so than ever before, this year’s DreamToys list shows the incredible variety of experiences and play the UK’s vibrant toy industry has to offer consumers,” said chair of the DreamToys selection committee, Paul Reader.