Paramus, N.J. — Kingsmen Xperience, a subsidiary of Kingsmen Creatives Ltd., and Good Vibrations will open two branded location-based entertainment (LBE) attractions totaling 56,000 square feet at Westfield Garden State Plaza in Paramus, roughly 25 miles northwest of New York City. Both attractions, Nerf Action Xperience and Planet Playskool, will open later this year and feature immersive activities, retail stores and food and beverage areas. The Nerf attraction will comprise 36,000 square feet, with Planet Playskool occupying 20,000 square feet.
These openings mark the beginning of a strategic partnership between Kingsmen and Good Vibrations, wherein Kingsmen will source real estate and intellectual property, manage licensor relations and provide production and marketing support through its subsidiary, KX Management LLC. Good Vibrations will source venues and locations and provide certain funding and operational management through its Bright Play and BrightColors divisions. The partnership will continue with a minimum of five new Crayola Experience venues over the next five years, following a licensing agreement between Crayola LLC and BrightColors LLC.