Hasbro is set to launch the first-ever dedicated Nerf family entertainment center at the Marina Square shopping mall in Singapore. Referred to as Nerf Experience, the center is expected to come up in the second half of 2019.
According to a report in the License Global, the deal was completed with Kingsmen, a communication design and production group in the Asia Pacific and the Middle East, via its indirectly wholly-owned subsidiary Nax Singapore Pte.
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 among others.
“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,” said Lim Hock San, chief executive officer, Marina Square.
In February this year, Hasbro and Kingsmen signed a licensing agreement to co-conceptualize, create, build and operate multiple Nerf experiences across the Asia Pacific.