Greater Manchester Nerf attraction to open summer 2023

Trafford Palazzo will be home to the UK’s first Nerf Action Xperience, a 35,000 sq ft indoor entertainment centre with multiple sporting arenas.

The attraction is centred on Nerf, a Hasbro-owned brand of toys that include foam dart blasters. A similar venue opened in Singapore in 2019.

York-based Branded Build Company is leading the design and theming of the Trafford NAX.

When it opens next year, the family attraction will be divided into three zones: competition, sports, and training.

The competition zone will feature three immersive arenas where guests can “battle”. The Sports segment will host Nerf-related challenges for a variety of sports including basketball and football. The training section will allow you to work on a particular skill to become a Nerf pro.

Image showing what the sports section of the attraction may look like. Credit: via Roland Dransfield

Burger restaurant Archie’s will also team up with NAX to provide guests with a space to refuel in between gaming sessions. Archie’s will also be charged with the delivery of kids’ parties at NAX.

“The NERF Action Xperience in Manchester is an immersive, action-packed activity for families and Nerf fans of all ages,” said Matt Proulx, vice president of location-based entertainment at Hasbro.

Hasbro has partnered with Salford-based Rocafella Leisure Group to bring NAX to life, as well as Trafford Palazzo owners Peel L&P.

Peel executive director of property investment and management, Mark Whittaker, said the team was “really excited” for NAX’s arrival.

“The brand aligns perfectly with all existing operators and will I’m sure be extremely popular with visitors, old and new,” Whittaker said.

“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,” he continued.

“We are excited to develop our strategy and offer further experiences to bring some spectacular collaborations to Trafford Palazzo.”

NAX is set to open next summer. Credit: via Roland Dransfield

Word that Nerf was looking to open an attraction in Manchester has been circling since last year when plans for a laser combat venue were submitted to Trafford Council. That was when Trafford Palazzo was still known as Barton Square.

Getting the project to the point it is now has been a momentous effort by the Rocafella team, according to Chris Hayes, chief executive of Rocafella Leisure Group.

Hayes described his vision for NAX.

“We want NERF Action Experience to become a brand leader in the world of family entertainment and leisure attractions,” he said. “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.”

The Trafford NAX will be the first of several to open in the next five to 10 years, Hayes said.

Visual showing how NAX may look when it opens. Credit: via Roland Dransfield