Having successfully entered a licensing agreement with global branded entertainment company HASBRO, Rocafella Leisure have recently secured the investment to commence work on the first NERF Action Xperience family entertainment centre (FEC) in the UK.
Each NAX centre provides guests with a multitude of NERF fuelled indoor activities to explore, exhilarate and excite. It consists of three different zones to activate those ultimate NERF adventures in a purpose-built and immersive environment.
The competition zone allows groups to battle it out with different NERF blasters in three immersive themed arenas.
The sports zone features a huge atrium of NERF-related sports challenges including basketball and football volley. Finally, there is a dedicated training zone to hone players targeting skills, truly providing something for everyone.
The inaugural FEC will open in the recently rebranded Trafford Palazzo (Manchester) in Summer 2023, marking the start of a UK-wide rollout which will see two further locations added within the coming years.”
“The NERF Action Xperience in Manchester embodies Hasbro’s Brand Blueprint 2.0, our strategic approach to bringing Hasbro’s iconic brands to life, for fans of all ages,” said Matt Proulx, VP Location Based Entertainment at Hasbro, Inc. “As we expand the NERF franchise into new categories, we will continue to introduce innovative experiences for consumers – and we’re excited to partner with Rocafella Leisure to bring the NAX experience to fans throughout the UK.”
Working alongside Peel L&P, who now own and successfully manage Trafford Palazzo, Rocafella Leisure shared the same vision to create a unique and rich blend of IP-led entertainment within the venue, which adjoins one of Europe’s largest retail and leisure destinations, the Trafford Centre.
The new Nerf FEC being introduced by Rocafella Leisure will join Trafford Palazzo’s growing tenant mix as it continues to elevate its offering whilst becoming a rivalled destination for retail, leisure and entertainment for families of all ages. The tenant mix currently includes Primark,
Merlin operated LEGOLAND® Discovery Centre and SEA LIFE, Silentnight, Homesense, Natuzzi, newly opened Italian restaurant, Matterello and the newly announced forthcoming addition, King Pins which is due to open in the Spring of 2023.
Work has already begun on altering the current layout and infrastructure of the ground-floor unit, located just inside the main entrance of Trafford Palazzo, installing a mezzanine floor and preparing the mechanical and electrical infrastructure in readiness for the main contractor to start the first phase of building works.
Mark Whittaker, Executive Director Property Investment & Management for Peel L&P said:
“We are really excited to welcome Nerf Action Experience to Trafford Palazzo. The brand aligns perfectly with all existing operators and will I’m sure be extremely popular with visitors, old and new.
“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. We are excited to develop our strategy and offering further to bring some spectacular collaborations to Trafford Palazzo.”
Rocafella Leisure have agreed an exclusive partnership with Archie’s, the Manchester based American-inspired diner to be the operator of the food and beverage (F&B) offer within the FEC.
The team–up with Archie’s seemed a logical fit, helping deliver a first-class F&B offering that is grounded in quality and service, and where both brands can use similar values and positioning to attract like-minded customers.
This relationship presents Rocafella Leisure with a trusted ready-made F&B proprietor with appropriate menus, that can organise and deliver children’s parties and have the added advantage of attracting passing footfall to boost their sales.
Amer Rafiq, co-founder of Archie’s said: “We are hugely excited to be partnering with NAX on such a high-profile attraction coming to Manchester.
“The decision to work together was an easy one, as our overall brand proposition and american-inspired menu has great appeal with the intended audience coming to NAX.
