Thursday, February 22, 2024

NERF Action Xperience FEC to open its first U.K. location in summer 2023

Having entered a licensing agreement with global branded entertainment company Hasbro, Rocafella Leisure have recently secured the investment to commence work on the first NERF Action Xperience (NAX) family entertainment center (FEC) in the U.K.

Each NAX center provides guests with a multitude of NERF-fueled indoor activities to explore, exhilarate and excite. It consists of three different zones to activate NERF adventures in a purpose-built and immersive environment. The competition zone allows groups to battle it out with different NERF blasters in three immersive themed arenas.

InPark Guest Contributor David Edmonds interviewed Matt Proulx on the future of location-based experiences and the Hasbro brand.

The sports zone features a huge atrium of NERF-related sports challenges including basketball and football volley. Finally, there is a dedicated training zone to hone players targeting skills.

The inaugural FEC will open in the recently rebranded Trafford Palazzo (Manchester) in summer 2023, marking the start of a U.K.-wide rollout which will see two further locations added within the coming years.

Image courtesy of Rocafella Leisure and Hasbro.

“The NERF Action Xperience in Manchester embodies Hasbro’s Brand Blueprint 2.0, our strategic approach to bringing Hasbro’s iconic brands to life, for fans of all ages,” said Matt Proulx, VP Location Based Entertainment at Hasbro, Inc. “As we expand the NERF franchise into new categories, we will continue to introduce innovative experiences for consumers — and we’re excited to partner with Rocafella Leisure to bring the NAX experience to fans throughout the U.K.” 

Working alongside Peel L&P, who now own and successfully manage Trafford Palazzo, Rocafella Leisure shared the same vision to create a unique and rich blend of IP-led entertainment within the venue, which adjoins one of Europe’s largest retail and leisure destinations, the Trafford Centre.

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