Some of you may have noticed a spanking new attraction that just opened at Marina Square mall, that of NERF Action Xperience (NERF AX). For those who are unfamiliar with the brand, NERF is one of Hasbro Inc’s best-selling toy brands. NERF AX is a family entertainment centre (FEC) concept that was co-conceptualised, developed and constructed by Kingsmen Creatives Limited in partnership with Hasbro.

But let’s dig a little deeper and find out more about the company that’s behind this hugely popular attraction. Kingsmen Creatives started out in 1976 as an events and exhibitions company that also dealt with interior fit-outs for retail and commercial clients. The group counts major brands such as Coach, Fendi, Ralph Lauren and Tiffany and Co as its clients, and has also done fabrication and installation work for theme parks such as Universal Studios Singapore and Disneyland Shanghai.

More recently, the group was involved