SINGAPORE (Oct 4): Leading communication design and production group Kingsmen Creatives has partnered global play and entertainment company Hasbro to unveil the world’s first Nerf Action Experience (NAX) arena in Singapore.

Kingsmen had entered into a licensing agreement with Hasbro in February last year, to create, build and operate the NERF brand of family entertainment centre (FEC) attractions across Asia Pacific.

See: Kingsmen to open NERF-branded family attractions in Asia Pacific with Hasbro

Spanning over 18,000 sqft in Marina Square, the NAX arena is a family entertainment centre designed to encourage active play and teamwork, and features multiple-themed activity zones targeted at children aged three to 16.

CEO of Kingsmen Andrew Cheng says, “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 arena features four activity zones themed after extreme natural environments to challenge players of all ages. Each zone – Compete, Conquer, Challenge, and Create – is designed to enhance skill sets, identify personal strengths, and build individual confidence.

In addition, all play zones have been jointly developed with leading international sports psychologists from the Mental Toughness Research Institute (MTRI), USA. Through this, the NAX arena aims to promote family time, physical activity and mental resilience through its weekly complementary programmes.

More than just for fun, the new NAX arena is also expected to rake in improvements for Singapore’s tourism sector, which is especially crucial on the back of the recent decline in tourist spending for the 1Q19 compared to 1Q18 according to the latest Tourism Sector Performance report by the Singapore Tourism Board (STB).

As the world’s first, the NAX arena will be a huge draw and appeal for both locals and international visitors. The NAX arena expects to see over hundreds of thousands of visitors annually.

Keith Tan, chief executive of STB says, “The NAX arena is unique and will enrich Singapore’s family-friendly offerings. STB will continue to support industry partners with good ideas to make Singapore ever more interesting and fun for visitors and locals.”

As at 1.31pm, shares in Kingsmen are trading one cent, or 2.04%, higher at 50 cents.