NERF hits the target as Trafford Palazzo lands second UK debut

Peel has announced the full launch of family leisure concept NERF AX at Trafford Palazzo, the UK’s first next generation experience centre. A first-of-its-kind, NERF AX has been created through a collaboration between toys and games giant Hasbro, and Rocafella Leisure Group, an innovative Manchester-based leisure operator and consultancy.

Following its soft launch period, the 35,000 sq ft space is now open in full 7 days a week. The successful soft launch has demonstrated the strong appeal and potential of the unique concept, setting a solid foundation for full-scale operations. This space brings together four zones of NERF-themed leisure, each boasting a different aesthetic and bespoke gameplay tailored for both children and adults, ensuring a diverse and engaging experience for all visitors.

The concept also includes an official NERF store selling apparel, sports equipment, and toys. The food and drink offer is provided by Archie’s, another Manchester-born brand, serving handmade smashed burgers, waffles, and milkshakes.

Chris Hayes, Rocafella Leisure’s Chief Executive Officer, said: “The UK hasn’t seen anything like this before, and Trafford Palazzo demonstrated a likened approach to launching debut leisure concepts, so we are delighted to be introducing the first-ever NERF AX here. We have worked exhaustively with our partners Hasbro to curate a first-class venue, one that will provide amazing experiences and memories for every guest.”

Mark Whittaker, Executive Director – Property Investment & Management at Peel, said: “Trafford Palazzo is the UK’s first next generation experience centre, with a tenant line-up that combines leisure and retail in a way that cannot be found anywhere else in the country. We are attracting debut concepts like NERF AX because they perfectly fit the Trafford Palazzo profile, which is about blending unique experience with both essential and spur-of-the-moment shopping. NERF AX is providing yet another reason to visit and enjoy all the destination has to offer, and we are in discussions with other retail and leisure concepts to broaden Trafford Palazzo’s offer further still.”

The debut concept from Hasbro and Rocafella Leisure Group adds credence to Trafford Palazzo’s unique position within the UK, as a destination that combines an unmatched leisure proposition with retailers. Trafford Palazzo recently introduced another debut concept in King Pins, a state-of-the-art bowling venture covering more than 20,000 sq ft, which has seen more than 100,000 customers come through the doors since it opened in the summer.

James Travis, Brand Manager at King Pins, which joined Trafford Palazzo in the summer, added: “The Trafford Palazzo team were able to show us just how suited our brand-new concept was to their audience, and we’re definitely seeing that decision to launch a debut here pay off. King Pins has something for everyone, from family-focused activities to a fun night out with friends, an offer that is clearly resonating with Trafford Palazzo’s diverse demographic, who are hungry for unique and experiential leisure.”

HH Retail and Creative Leisure act for Peel.