A massive new Nerf experience centre is to open inside Trafford Palazzo near The Trafford Centre.
Promising 'an immersive, action-packed activity for families and Nerf fans of all ages', the NERF Action Xperience (NAX) is set to open next summer.
It consists of three different zones offering 'Nerf adventures in a purpose-built and immersive environment'.
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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.
Trafford's attraction, inside the former Barton Square - already home to Legoland Discovery Centre and Sea Life Manchester - will mark the start of a UK-wide rollout of NERF Action Xperience (NAX) venues over the next five years.
It comes after Manchester-based leisure group Rocafella Leisure successfully secured the rights with global branded entertainment company Hasbro to bring the NAX to the UK.
“The NERF Action Xperience in Manchester is an immersive, action-packed activity for families and Nerf fans of all ages,” said Matt Proulx, VP location based entertainment at Hasbro, Inc.
“Hasbro is continually introducing innovative experiences for consumers – and we’re excited to partner with Rocafella Leisure to bring the NAX experience to fans throughout the UK.”
Working in partnership with Trafford Palazzo's owner Peel L&P, work has already begun transforming the prominent 35,000 sq ft unit, close to Primark, into the NAX centre - which will also house a new Archie's, selling its popular burgers and shakes.
Mark Whittaker, executive director property investment and management for Peel L&P, said: “We are really excited to welcome NERF Action Xperience to Trafford Palazzo and cannot wait to see the doors open. 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 shopping environment. We are excited to develop our strategy and offering further experiences to bring some spectacular collaborations to Trafford Palazzo.”
Archie's will be partnering NAX in offering guests its renowned burgers, shakes and waffles while also delivering children’s parties for the attraction.
Once up and running, the NAX family entertainment centre, which has been hit with delays due to the pandemic and design timescales, will create more than 45 new jobs.
Chris Hayes, chief executive of Rocafella Leisure Group, said: “It has been a huge and momentous effort by all my team to finally turn this exciting project into reality.
“We want NERF Action Xperience to become a brand leader in the world of family entertainment and leisure attractions. Offering something different for the people of Manchester, and beyond, to visit during the week, weekends and in the holidays.
“We are delighted to be working with such a forward thinking landlord who has been instrumental in sharing our vision in bringing this to the North West’s capital.
“Our intention is to become a beacon of innovation, dynamic customer service and an all round provider of fun-fuelled activities for all ages that inspire the youth of today to stay active.
“This first opening will mark the start of multiple NAX venues popping up across the country and overseas over the next five to 10 years."
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