Nerf Action Xperience to make UK debut in Manchester
Rocafella Leisure has secured an investment to launch the first Nerf Action Xperience (NAX) in the UK, after securing a licensing agreement with entertainment company HASBRO.
The family entertainment centre (FEC) will make its UK debut at Peel L&P’s recently rebranded Trafford Palazzo centre, in Manchester.
The 35,000 sq ft FEC will operate on a 20-year lease and will provide customers with a variety of Nerf related indoor activities, featuring three different zones for ‘competition, sports and training.’
Nerf is a toy brand which mostly consists of toy weapons which shoot foam darts.
Rocafella Leisure’ and Peel’s vision is to create a unique blend of intellectual property (IP)-led entertainment within the shopping centre, which adjoins one of Europe’s largest retail centres, the Trafford Centre.
The NAX centre will join the Palazzo’s existing tenant line-up, including; Primark, the LEGOLAND Discovery Centre, SEA LIFE, Silentnight, Homesense, Natuzzi, as well as the newly opened Italian restaurant Matarello.
American-inspired diner Archie’s, will be the food and drink operator within the NAX family entertainment centre.
Mark Whittaker, executive director for property investment and management for PEEL L&P said: “Over the past year, we have focused on developing an activations and events strategy within our mall space which has attracted significant interest and demonstrates the power of creating experiences for customers within a retail space.”
Chris Hayes, chief executive of Rocafella Leisure Group, added: “The industry needs new tenants, those that look to disrupt and strengthen the family entertainment offer, and through NAX we firmly believe we will do that. Creating an experience that that is backed by long-standing and well regarded IP and brings together families under one roof, supported by forward-thinking landlords who share the same outlooks on the future of the sector.”
The fit-out is due to be completed in summer 2023, with an official opening to follow soon after.
