Licensing Licensing Expo

Kingsmen Xperience Brings Nerf Family Entertainment Centers to U.S.


Kingsmen Xperience, Inc., the U.S.-based subsidiary of Kingsmen Creatives, has entered into a licensing agreement with Hasbro to expand its current licensing agreement to open Nerf family entertainment centers (FEC) in the U.S. market.


Cheng, group chief executive officer of Kingsmen, said of Nerf, “Its appeal as a popular lifestyle brand that encourages social and outdoor play is inter-generational. The opening of NERF FEC’s in the U.S. will redefine how fans can experience the brand as they find themselves immersed in exclusive Nerf worlds. We look forward to breaking new ground as we engage audiences in a truly one of a kind experience.”


Expanding the licensing deal for Nerf FEC attractions into the U.S. market allows Kingsmen to increase the global reach of the attraction, which has garnered significant international interest. The world’s first Nerf FEC will open in Singapore in 2019, with the first U.S. location projected for late 2020.


“When we first announced that Kingsmen was bringing the Nerf experience to Singapore, we heard from fans around the globe that they were excited about the possibility of more locations around the world,” said Casey Collins, senior vice-president of consumer products, Hasbro. “The work Kingsmen has done with the upcoming opening of the Nerf Action Xperience in Singapore is outstanding, and we cannot wait for fans and families from all over the US to have their own experience in their back yard, because for us and our fans, it’s Nerf or Nothin.”