Hasbro is taking its Nerf Action-Xperience attractions to China, starting in Beijing in 2025 with more locations to follow.
Hasbro has teamed up with Kingsmen Xperience and Max-Matching Entertainments, one of Asia’s premier international entertainment companies, to develop the Nerf-themed experiences in China.
Kingsmen Xperience, the US location-based entertainment (LBE) subsidiary of Kingsmen Creatives, will manage the intellectual property (IP) and licensor relations, and also lead the design and development.
Max-Matching Entertainments will find the locations and venues, develop the properties, and provide operations and facilities management.
“China is one of the world’s fastest-growing markets for family entertainment products,” said 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 travelers.”
Hasbro has debuted the first-ever Nerf-themed land at Beto Carrero World in Brazil, and Europe’s first Nerf Action Experience is open in Manchester.
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