Situated on the ground floor at Trafford Palazzo in Manchester, UK and spanning 35,000 square feet is the new NERF Action Xperience in Europe. Following a soft opening period, the site has now fully opened seven days a week. One of the center’s combat zones uses the high-performance Gelfire blasters – an exciting new product from NERF not currently in play anywhere else. The hydrated rounds that burst on impact enable the user a high-level experience, eliminating the need to reload as often.
The center features four action-packed NERF zones, including thematic blaster battlegrounds, training activities, and a NERF sports arena. NERF AX has partnered with the iconic Archie’s next door to provide top notch food and beverage for parties and casual guests alike.
The venue is managed by Manchester-based entertainment specialists Rocafella Leisure under license from leading toy and game company Hasbro.
Chris Hayes, Rocafella Leisure’s Chief Executive Officer, said: “We’re over the moon with the feedback from our trailblazers, and we can’t wait to welcome so many more faces through our doors following our official launch in Manchester. We had a clear vision of what we wanted to achieve, and I’m incredibly proud of our team for bringing that to fruition. The initial feedback has accelerated our plans to expand the concept into further regions throughout the UK.”
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About the collaboration
NERF Action Xperience (NERF AX) is a fun-filled, action-packed attraction built around the world of the popular NERF brand. Using sports equipment, playful blasters and soft darts, players tackle a wide range of activities against families and friends.
Rocafella Leisure Group transforms globally recognized IP into leisure and recreation solutions, working with a variety of intellectual property owners around the world.
Hasbro is a leading toy and game company whose mission is to entertain and connect generations of fans through the wonder of storytelling and exhilaration of play. Hasbro delivers engaging brand experiences for global audiences through toys, consumer products, gaming and entertainment, with a portfolio of iconic brands including MAGIC: THE GATHERING, DUNGEONS & DRAGONS, Hasbro Gaming, NERF, TRANSFORMERS, PLAY-DOH and PEPPA PIG, as well as premier partner brands.
For more than a decade, Hasbro has been consistently recognized for its corporate citizenship, including being named one of the 100 Best Corporate Citizens by 3BL Media, one of the World’s Most Ethical Companies by Ethisphere Institute and one of the 50 Most Community-Minded Companies in the U.S. by the Civic 50.
Trafford Palazzo is a place for everyday adventurers. Home to exciting brands like Primark, LEGOLAND® Discovery Centre, SEA LIFE, Silentnight, Homesense, Natuzzi, Next Home and Archies, it’s where the familiar takes a day off. Set within TraffordCity, where 40 million adventurers come annually, it has been redesigned to the tune of £75m, providing its community and beyond with a vibrant shopping mall experience that combines retail opportunities and fun, family-friendly activities.
