Kingsmen Creatives enters deal to open NERF attractions in China

Nerf toysNerf toys

Kingsmen Creatives’ U.S. subsidiary, Kingsmen Xperience, entered a deal with Vision High (HK) to open NERF family entertainment center attractions in China, the Singapore-listed company said Monday.

Under the deal, Vision High will be Kingsmen’s exclusive partner for NERF FECs in Mainland China, Hong Kong and Macau, Kingsmen said in filing to SGX.

The agreement marks the beginning of toy giant Hasbro’s branded experiences in the China market, Kingsmen said.

“We are delighted to be able to introduce this exciting entertainment concept into the China market through our partnership with Vision High,” Andrew Cheng, group CEO of Kingsmen, said in the statement.

“We see the China market as an important one: One that has evolved and grown with strong demand for unique, interactive and quality entertainment experiences for consumers,” he added. “Given NERF Action Xperience’s unique engaging environments and play interactions, we are confident that NAX will be a hit in China.”

In June, Hasbro and Kingsmen said they expanded their deal to build and operate family entertainment attractions incorporating Hasbro brands such as Play-doh, Lite-Brite and TinkerToy across Asia Pacific.

In addition, Kingsmen said in June it expanded its licensing agreement with Hasbro to open NERF family entertainment center attractions to include the U.S. market.

While you’re here, we’re hoping you can help us out.

Shenton Wire has been providing you with quick news and market analysis. But we need your support to continue to bring you the news you’ve come to expect and to expand our reach beyond Singapore.

Your monthly contribution will directly fund our journalism.

S$2     S$4       S$8

S$18       S$28       S$88

You can check your existing account here. You can also contact us about other contribution levels or for corporate subscriptions and syndication queries.