Hasbro to Open First Nerf Experience in Singapore

Hasbro is set to launch the first-ever dedicated Nerf family entertainment center at the Marina Square shopping mall in Singapore in the second half of 2019. The deal was completed with Kingsmen, a communication design and production group in Asia Pacific and the Middle East, via its indirectly wholly-owned subsidiary Nax Singapore Pte.

Referred to as Nerf Experience, the attraction will span 18,000 square feet on the ground level of the Marina Square shopping center and will offer multiple activity zones that aim to encourage active play, teamwork and more.

“Marina Square is positioned as a family mall in the city. The injection of the Nerf experiences fits our overall positioning and strategy to provide more activity-based experiences for the whole family,” says Lim Hock San, chief executive officer, Marina Square. “We believe the concept will be a great draw for both locals and tourists, creating much life and energy in the Marina Centre precinct.”

In February, Hasbro and Kingsmen signed a licensing agreement to co-conceptualize, create, build and operate multiple Nerf experiences across Asia Pacific. “The Nerf experience is designed to be a yearround family destination, and Marina Square is an excellent launchpad for this exciting new attraction… a world’s first,” says Andrew Cheng, group chief executive officer, Kingsmen.

“Our goal is to create a brand of unique participative experiences that guests of any age can enjoy and will want to return to. With families constantly on the lookout for things to do together, we are confident that our offering of adrenaline-filled fun, coupled with enriching experiences, will be a hit.”