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Hasbro Announces New ‘NERF Action-Xperience’ Openings in China Beginning in 2025

Hasbro Announces New ‘NERF Action-Xperience’ Openings in China Beginning in 2025

 Kingsmen Creatives Ltd. announces that Kingsmen Xperience, Inc., its United States location-based entertainment focused subsidiary, and Max-Matching Entertainments Co., Ltd.. one of the largest investors, developers, and operators of location-based entertainment in China with rapid expansion across Asia, have formed a strategic partnership to bring the globally popular NERF Action Xperience family entertainment centers, under license by leading toy and game company Hasbro, to China beginning in 2025.

Under the partnership, Kingsmen Xperience will manage the intellectual property and licensor relations, and lead design and development. Max-Matching Entertainments will identify the locations and destination venues, develop the properties, and provide best-in-class operations and facilities management. The permanent NERF Action Xperience indoor family entertainment centers are planned to open first in Beijing, followed by other locations throughout China.

NERF Action Xperience is a true active play center that unlocks a totally new and exciting way to experience the NERF brand for fans of all ages, bringing NERF play to never imagined heights of immersion and excitement. Facilities will range in size from 1,500 m2 – 4,500m2, and will feature everything needed to realize the ultimate NERF experience: blaster battle zones, sports challenges, an obstacle course, a food & beverage area, and a retail store. 

“The strategic partnership with Max-Matching Entertainments is a perfect complement to our core skill sets and represents our continued commitment to expand the NERF Action Xperience throughout China and Asia-Pacific,” said Corey Redmond, Senior Executive Vice President of Kingsmen Xperience. “With their vast experience and knowledge of attraction operations and Chinese 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.”

“China is one of the world’s fastest growing markets for family entertainment products. There has been a growing demand for world-class leisure and entertainment experiences and destinations by families and young travelers. Our strategic partnership with Kingsmen Xperience will introduce a line-up of adrenaline-pumping adventures, taking the NERF Action Xperience to a new level in China,” said Owen Zhao, President of Max-Matching Entertainments.

“For nearly 55-years, NERF has grown from a toy brand to a true social, active play lifestyle with a passionate global following and footprint across 25+ diverse categories. NERF Action Xperience is a perfect example of how the spirit of the NERF brand can be translated to new and truly immersive touchpoints for fans,” said Matt Proulx, Vice President, Global Experiences, Partnerships and Music at Hasbro. “Following excitement for NERF Action Xperience centers in the U.S. and U.K., we’re eager to expand our reach with Kingsmen Xperience and Max-Matching Entertainments and bring adrenaline-packed experiences and dynamic gaming to our fans in China.”

Commenting on the partnership and opening of the new attractions, Andrew Cheng, Group Chief Executive Officer of Kingsmen shared, “The opening of these new attractions marks another step in our drive to deliver new and unparalleled experiences around the world. NERF Action Xperience is a highly interactive attraction that encourages team building and family or community bonding through active play. We will continue to explore new opportunities given the strong demand for branded content.”

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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