Kingsmen Xperience and Hasbro announced Wednesday that they will open the first North American location of Nerf Action Xperience and the world’s first Planet Playskool kids experience at Westfield Garden State Plaza in Paramus.
The indoor entertainment centers, scheduled to open in late 2023, will feature multiple activity zones, food & beverage areas, as well as retail stores.
Nerf Action Xperience will span over 25,000 square feet of wholly immersive and true active play activities that aims to unlock a new way to experience the Nerf brand. Kingsman officials feel the family entertainment center will be perfect for older kids and young adults — and provide an ideal space for team building, corporate events and parties.
Planet Playskool is an indoor children’s edutainment center curated with well-loved entertainment brands from Hasbro including Play-Doh, Transformers, PJ Masks, Mousetrap, Spirograph and Tinkertoy. Planet Playskool will span more than 20,000 square feet.
Colin Shaughnessy, executive vice president of U.S. leasing for Unibail-Rodamco-Westfield, said the openings are a way the mall is continuing to evolve.
“We’re transforming from a retail shopping center to a landmark destination that provides an array of immersive entertainment opportunities,” he said. “Our partnership with Kingsmen Xperience expands the experiential universe, bringing several first-to-market concepts in North America to Bergen County’s backyard.”
Kingsman CEO Andrew Cheng said the company is eager to be a part of new trends.
“The opening of these two new attractions in the U.S. marks the resumption of our drive to deliver new and unparalleled experiences around the world, after a two-year hiatus due to the pandemic,” he said. “Markets are opening up and there is demand for such immersive and engaging branded content.”