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World-first Nerf Experience Singapore to open at Marina Square

Shopping mall Marina Square has been chosen as the venue for the world’s first Nerf family entertainment centre.

The Nerf Experience Singapore will open in the second half of next year, following a licensing agreement between Kingsmen Creatives subsidiary Nax Singapore and the Nerf brand’s parent Hasbro who will co-conceptualise, create, build and operate multiple Nerf experiences across Asia Pacific. Nerf is a collection of toys, mostly foam-firing plastic guns.


Plans are underway to translate the Nerf brand values into a vast play experience occupying an 18,000sqft space on the ground level of Marina Square. Nerf Experience Singapore will feature multiple activity zones that promote active play and teamwork.

CEO of Marina Square Lim Hock San said “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. We believe the concept will be a great draw for both locals and tourists, creating much life and energy in the Marina Centre precinct.”

Group CEO of Kingsmen Andrew Cheng said Nerf Experience Singapore is designed to be a year-round family destination and Marina Square is an excellent launchpad for the attraction.

“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.”

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