First Nerf AX and First Planet Playskool experience to open in Westfield

May 18, 2022

Kingsmen Xperience and Hasbro to open the first Nerf Action Xperience in North America and world’s first Planet Playskool kids experience at Westfield Garden State Plaza

Singapore and United States, May 18th, 2022 –  Kingsmen Creatives Ltd. (“Kingsmen”), a leading communication design and production group in Asia Pacific, the Middle East and North America, announced today that Kingsmen Xperience, Inc., its United States location-based entertainment focused subsidiary, together with Hasbro, Inc. (NASDAQ: HAS) a global play and entertainment company, will be opening the first North American location of Nerf Action Xperience and the world’s first Planet Playskool kids experience at Westfield Garden State Plaza in Paramus, New Jersey in the United States. Both indoor entertainment centers, slated to open late 2023, will feature multiple activity zones, food & beverage areas, and retail stores that will engage and involve all visitors into the action and fun. 

Nerf Action Xperience will span over 25,000 square feet of wholly immersive and true active play activities that unlock a totally new and exciting way to experience the NERF brand for fans of all ages, bringing Nerf play to never imagined heights of excitement. The family entertainment center is perfect for older kids, young adults, and provides an ideal space for team building, corporate events and parties.

As a recognized leader in educational toys and games for children, Hasbro has helped generations of families play together. Planet Playskool is an indoor children’s edutainment center curated with well-loved entertainment brands from Hasbro including Play-Doh, Transformers, PJ Masks, Mousetrap, Spirograph and Tinkertoy. Planet Playskool is perfect for young kids, and will span over 20,000 square feet, bringing together the fun of these beloved brands and allowing young visitors to unleash their creativity and imagination, as well as engage in boundless discoveries and parties with their friends.

Commenting on the opening of these two new attractions, Andrew Cheng, Group CEO of Kingsmen shared,  “The opening of these two new attractions in the US marks the resumption of our drive to deliver new and unparalleled experiences around the world, after a two year hiatus due to the pandemic.  Markets are opening up and there is demand for such immersive and engaging branded content”.

“We are very pleased to be opening our first locations of these Hasbro branded experiences in North America with such a great partner and venue as Westfield Garden State Plaza. This marks the beginning of our strategic rollout plan, in conjunction with our longstanding partner Hasbro, to expand to many more key locations across the U.S. and Canada over the next several years”, said Senior Executive Vice President of Kingsman Xperience, Corey Redmond.  

“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, VP 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.”

“Westfield Garden State Plaza continues to evolve to meet the ever-changing needs and aspirations of our guests,” said Colin Shaughnessy, Executive Vice President of U.S. Leasing for Unibail-Rodamco-Westfield. “We’re transforming from a retail shopping center to a landmark destination that provides an array of immersive entertainment opportunities. Our partnership with Kingsmen Xperience expands the experiential universe, bringing several first-to-market concepts in North America to Bergen County’s backyard.”

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