Hasbro has announced that it will launch a new Nerf Action Xperience indoor play center in Tennessee next fall, working with LA-based licensing partner Kingsmen Xperience and attractions company Bright Play.

Located in the tourist hotspot of Pigeon Forge Parkway, the new family-friendly NAX play center will take up more than 29,000 square feet and offer Nerf-themed recreational activities, shopping opportunities and food & beverage outlets. The blueprint includes four play areas with activities such as an obstacle course, a “blaster battle” zone, and a space where guests can customize T-shirts.

This latest project is the first Nerf Action Xperience in a “thriving tourist and holiday destination,” said Kingsmen Xperience senior EVP Corey Redmond in a release. According to preliminary data from non-profit org US Travel Association, Tennessee’s tourism revenue in 2022 was more than US$27 billion, up 13% from the previous year.

Kingsmen’s partnership with Hasbro kicked off  in 2018, and they opened the first Nerf Action Xperience play center in Singapore the following year. This May, they unveiled plans for a new location in New Jersey that will open in the Paramus Westfield Garden State Plaza mall this fall.

Hasbro and Kingsmen have also announced plans for an indoor kids center called Planet Playskool in the Garden State Plaza, which will be themed around Hasbro brands like Play-Doh and Transformers. Aimed at young kids, the 20,000-square-foot-plus facility is set to open later this year.