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May 2022 | Vol. XXI - No. 5


Kingsmen Xperience and Hasbro to open the first Nerf Action Xperience in North America and world’s f

Kingsmen Creatives Ltd. (“Kingsmen”), a communication design and production group in Asia Pacific, the Middle East and North America, announced 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 2 new attractions in the US marks the resumption of our drive to deliver new and unparalleled experiences around the world, after a 2 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.”


About Kingsmen Creatives, Ltd

Listed on the Mainboard of the Singapore Exchange, Kingsmen is a leading communication design and production group. Established in 1976, the Group has a network of 21 offices and full service facilities serving global clients in Exhibitions & Thematic, Retail & Corporate Interiors, Research & Design, and Alternative Marketing.


Kingsmen’s seamless end-to-end solutions, through its vertically and horizontally integrated service offerings, coupled with its network of offices and partners, provide clients the benefits of flexibility, speed and value. Building on its design-led, quality and service-driven culture, the Group has established a reputation and visible brand that is synonymous with creative and innovative solutions.


The Group serves a long-standing base of clients from diverse industries including well-known names such as Chanel, Changi Airport Group, DBS, FJ Benjamin Group, Gucci, Hong Kong & Shanghai Disneyland, LVMH Group, Ralph Lauren, Resorts World Sentosa, Robinsons Group, Singapore GP, TAG Heuer, Tax Free World Association, Tiffany & Co., Universal Studios and Wing Tai Asia.


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