Singapore-based design and production group Kingsmen Creatives has partnered global play and entertainment company Hasbro to open the world’s first NAX (Nerf Action Xperience) arena in the Marina Square shopping mall in Singapore.
At the unveiling of the new attraction last Friday, Kingsmen Creatives’ group CEO Andrew Cheng said: “(The) NAX arena is a first-of-its-kind branded attraction centre in the world. It unlocks a whole new way for fans to experience the renowned Nerf brand. The NAX arena is not just a fun venue; it is also a highly interactive arena that encourages learning, teambuilding and family or community bonding through active play.”
Spanning more than 1,600m², the attraction houses four activity zones – Compete, Conquer, Challenge, and Create – which are themed after extreme natural environments to challenge players, and targeted at both the young – aged three to 16 – and young at heart.
“The NAX arena is unique and will enrich Singapore’s family-friendly offerings. Singapore Tourism Board (STB) will continue to support industry partners with good ideas to make Singapore even more interesting and fun for visitors and locals,” said STB’s chief executive Keith Tan, who was in attendance at the opening.
When asked how much of the revenue generated by the attraction he thinks will come from tourists, Cheng said: “Attractions’ revenue in Singapore is generally 80 per cent from the domestic market, with 20 per cent from tourists. Being in a prime location, we hope to grow revenue from tourists to 30 or 40 per cent.”
“That is why we’re promoting NAX regionally, and not (just) in Singapore. We will be attending regional roadshows with STB, and conducting promotions on websites, through influencers, as well as to travel agents,” he elaborated.
The NAX arena is the first of multiple Family Entertainment Centre concepts that Kingsmen plans to roll out globally within the next few years.
Earlier in July, Kingsmen signed a partnership with Vision High to bring NAX to the China market. The first NAX in China is currently being constructed in a mall in Chongqing.
Kingsmen Exhibits’ group managing director Anthony Chong added: “All of our NAX centres will be located in malls. At the moment, we’re also looking at South Korea and Japan, as there’s lots of interest from those markets.”
The Singapore NAX arena is open to single players and groups, with four rooms available for event bookings. It will retail exclusive made-for-Singapore NERF blasters and merchandise. The NAX arena is open daily from 10.00 to 22.00, with last entry at 19.30.