Markets Category: Location-based Entertainment

Kingsmen Xperience and S Experience Announce a Strategic Partnership Deal Memorandum to Develop Branded Attractions in Asia Pacific

(From left to right): Corey Redmond, Senior Executive Vice President, Kingsmen Xperience; Dennis Tam, President and CEO, Black Spade Capital Limited; Anthony Chong, Group Chief Executive, Kingsmen Creatives; and Alvin Lai, Director and Senior Executive, S Experience.

Kingsmen Xperience, our United States location-based entertainment-focused subsidiary, and S Experience Limited, a subsidiary of Black Spade Capital Limited, have signed a strategic deal memorandum to develop location-based branded attractions in Asia Pacific.

This collaboration will see us develop exciting location-based branded attractions to key markets like Macau, the Philippines, Vietnam, and Thailand.

“By leveraging our combined expertise, we are excited to bring to life immersive, innovative attractions that will captivate audiences across diverse regions and genres,” said Corey Redmond, Senior Executive Vice President of Kingsmen Xperience.

Read full release on KX’s website 


TOYBOX by Hasbro

to activate

Seven popular Hasbro brands – Transformers, My Little Pony, NERF, MONOPOLY, CLUEDO, Baby Alive, and Play-Doh – were supersized into fun experiences that promote family interaction and bonding through play and education. Visitors can now relive memories of iconic childhood games as live-sized animated characters meet visitors through uniquely designed game stations and in performances by mascots, bringing the toys to life out of the box!

Monopoly game bring to iconic 'GO TO JAIL' act to live
Chance Vault at Monopoly City
Mr. Monopoly mascot walks around the event meeting fans

Fans of MONOPOLY can step into the iconic green house or red hotel from the board game, or test their luck at a chance vault, where they can stand to win vouchers. Fans can also put on their detective hat in an escape room modelled after the popular board game CLUEDO, where they can search for hidden clues and question suspects.

to inspire​​

Encouraging active experiential play, the event prepares us to create subsequent themed activations catered to the entire family. Besides games, Kingsmen set up the F&B area, scheduled programmes on the main stage, and conducted carnival games with operators at every station. A multi-sensory approach alongside smooth operations, we ensure enjoyable moments are thoroughly enjoyed.

key services

storytelling & experience

spatial design & build

ideation & concept design

project and design management

relevant news

TOYBOX by Hasbro debuted at Palawan Green Sentosa from 1st to 17th February 2019. Created for Hasbro International, Inc. ("Hasbro"), with venue partner Sentosa Development Corporation.

Instagram: @toyboxbyhasbro
As seen on Mothership, Tripzilla, and The Straits Times.

Nerf Action Xperience (NAX)

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Expect a thrilling time at the exclusive NERF Action Xperience (NAX) arena, the first permanent indoor attraction owned by Kingsmen. The 18,000 sq ft indoor attraction in Marina Square is split across four play zones – ‘Conquer’, ‘Challenge’, ‘Compete’ and ‘Create’ – bringing out the best of players hand-in-hand with the iconic Nerf blasters. 

At ‘Conquer’ and ‘Challenge’, dexterity and courage are tested in the form of high elements. The Summit at ‘Conquer’ dares you to reach the peak through a rope course ranging from beginners to advance levels. The ropes course is also thoughtfully reformulated for kids below seven years old at ‘Challenge’, giving them a taste of future surmountable heights! 

The Summit at 'Conquer' zone


to engage

Speed, dexterity, strategy and team spirit will be required, in addition to accuracy with a NERF blaster, when participants show up at the ‘Challenge’ zone. Following story-lines of acquiring vaccines or avoiding the volcano lava carefully, we count on our players to translate their imagination into action. With missions, competitions, and a scoreboard to track who’s on top, players learn to either collaborate or act fast against time.

Teams of the Blue and Orange nation brace themselves for the mission to begin

to inspire​

Customise your own shirt and tote at the 'Create' zone

Beyond active-play, amongst the various zones conceptualised is the ‘Create’ space.  Adding a touch of personalisation to the space, players here can use paint dye to customise shirts and tote bags using miniature NERF blasters filled with paint. Geared up in protective kits and NERF equipments, we encourage kids to create statements and an experience completely unique to themselves.

key services

design development

spatial design & build

storytelling & experience

ideation & concept design

related news

The NAX Centre opened officially on 1st October 2019 to the public. Visit the Nerf Action Xperience website for more information.
Find out more about the project in our 45th Anniversary feature!