KX/ Good Vibrations: Strategic Partnership

March 6, 2023


Singapore and United States, March 6, 2023 – Kingsmen Creatives Ltd. (“Kingsmen”), a leading creator of experiences, announced today that Kingsmen Xperience, Inc. (“Kingsmen Xperience”), its United States location-based entertainment focused subsidiary, and Good Vibrations Holding Co., LLC (“Good Vibrations”), an operator of family oriented destination attractions headed by Robin Turner, one of the co-founders of the highly successful WonderWorks chain of tourism driven attractions, have formed a strategic partnership for branded location based entertainment in North America.

Under the partnership, Kingsmen Xperience will, through its wholly owned subsidiary, KX Management LLC, source the real estate and intellectual property, manage licensor relations, and provide production and marketing support. Good Vibrations will be involved in sourcing premium destination venues and locations, as well as providing certain funding and operational management of the various permanent facilities and travelling attractions through its Bright Play and BrightColors operating divisions.

This partnership will start with the debut of the first North American location of NERF ACTION XPERIENCE, and the world’s first PLANET PLAYSKOOL kids experience, in late 2023 at Westfield Garden State Plaza in Paramus, New Jersey. Both indoor entertainment centers 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 36,000 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 creative play 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.

The partnership and respective roles will continue with the recently announced licensing agreement between Crayola LLC and BrightColors, LLC to open a minimum of five new Crayola Experience venues over the next five years, doubling the attraction brand’s presence in the United States.

Commenting on the partnership and the opening of the new attractions, Andrew Cheng, Group CEO of Kingsmen shared, “This is an exciting development for us. The partnership with Good Vibrations and the opening of these new attractions in the United States marks the resumption of our drive to deliver new and unparalleled experiences around the world, after a three years hiatus due to the pandemic. It also marks another step in our drive to introduce new and exciting branded attractions to fans around the world. We will continue to explore new opportunities given the strong demand for branded content.”

Senior Executive Vice President of Kingsmen Xperience, Corey Redmond, said that “The strategic partnership with Good Vibrations is a perfect complement to our core skill sets. With their vast experience and knowledge of attraction operations and consumer insights, combined with Kingsmen Xperience’s ability to collaborate with best-in-class brands across disciplines, it will allow us to create wonderful and memorable consumer experiences.”

Managing Director of Good Vibrations, Robin Turner, said that “We are very excited to be working with Kingsmen Xperience and taking the many years of expertise we have in the family attraction business to the next level with a new slate of branded location-based entertainment. This is just the beginning of what we plan to do together, as we grow the business and various projects with Kingsmen Xperience across North America.”

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