First Nerf play centre blasts into Singapore

Hasbro and Kingsmen Creative unveil plans for the world’s first family entertainment attraction inspired by the blaster brand

Written by Rhys Thomas

Posted 05.12.2018 | Retail

First Nerf play centre blasts into Singapore thumbnail

Hasbro is targeting Marina Square in Singapore as the venue for its first Nerf family entertainment centre.

Dedicated to its blaster brand, the toymaker is partnering with Kingsmen Creative and its subsidiary Nax Singapore Pte on the attraction. The two firms signed a licensing agreement in February this year to begin working on the project and will co-create, build and operate the venues.

The Nerf experience will be first concept attraction for Hasbro and the Nerf brand. Marina Square has been chosen due to its central location and popularity as a family mall in Singapore. The centre’s CEO Lim Hock San explains: “Marina Square is positioned as a family mall in the city. The injection of the Nerf experiences fits our overall positioning and strategy to provide more activity-based experiences for the whole family. We believe the concept will be a great draw for both locals and tourists, creating much life and energy in the Marina Centre precinct.”

Nerf is a powerhouse brand even outside its core toy category

Plans are underway to translate the Nerf brand values into a vast play experience occupying over 18,000 square feet on the mall’s ground level. The indoor attraction will feature multiple activity zones that promote active play, teamwork and encourage participants to explore beyond their comfort zones while having fun.

Andrew Cheng, Group CEO at Kingsmen, adds: “The Nerf experience is designed to be a year-round family destination and Marina Square is an excellent launchpad for this exciting new attraction - a world’s first! Our goal is to create a brand of unique experiences that guests of any age can enjoy and will want to return to. With families constantly on the lookout for things to do together, we are confident that our offering of adrenaline-filled fun, coupled with enriching experiences will be a hit.”

The experience is slated to open in the second half of 2019.

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