NERF war, activated: Westfield Garden State Plaza is upping its entertainment offerings with North America’s first Nerf Action Xperience, a 25,000-square-foot family entertainment center.
Alongside the Nerf Action Xperience will be Planet Playskool, an indoor edu-tainment facility for kids to get their hands on Hasbro games and toys like Play-Doh, Transformers, PJ Masks, Mousetrap, Spirograph and Tinkertoy. Planet Playskool will span over 20,000 square feet.
Both attractions — slated to debut in 2023 — will be opened by Kingsmen Xperience, the U.S. location-based experienced focused subsidiary of Singapore-based Kingsmen Creatives Ltd. and Hasbro Inc.
“The opening of these two new attractions in the U.S. marks the resumption of our drive to deliver new and unparalleled experiences around the world, after a two year hiatus due to the pandemic,” said Andrew Cheng, group CEO of Kingsmen. “Markets are opening up and there is demand for such immersive and engaging branded content.”
According to Kingsman Xperience Senior Executive Vice President Corey Redmond, the upcoming opens in Westfield Garden State Plaza mark the start of a strategic rollout plan, in conjunction with Hasbro, to expand to key locations across the U.S. and Canada over the next several years.
“We are always looking for new and exciting ways for consumers to engage with our brands, and couldn’t be more excited to bring the Nerf Action Xperience to North America for the first time and to introduce the world’s first Planet Playskool attraction with our partners at Kingsmen Xperience,” said Matt Proulx, vice president location based entertainment at Hasbro Inc. “This new immersive experience with some of the world’s most beloved brands, is designed to bring children, fans and families together through play, competition, and discovery – and, of course, good fun.”