Nerf Challenge tour hits the road

The first of “many interactive entertainment spaces yet to come” for Hasbro debuts in LA and will tour in the coming year, heading to fan-voted destinations

Written by Rhys Thomas

Posted 22.10.2019 | Business

Nerf Challenge tour hits the road thumbnail

A 50,000 square foot Nerf blaster arena will open to fans in LA this December, the first stop on a North American tour.

Nerf Challenge will open on the Event Deck ta L.A. Live – an entertainment centre in the city’s downtown district – on 7 December until 5 January 2020.

Spread out across a 50,000 square foot space, fans will get to go hands on with blasters and test their skills in a series of games and challenges. They include Dodge Blast, a cooperative activity tasking fans to buddy up and storm a fortified position, dodging a barrage of darts and blasting targets to score points.


“Simply stated this is 50,000 square feet of over the top, zany, active play for all ages,” Mark Manuel, CEO at Kilburn Live, which is partnering with Hasbro on the project.

“This is something Nerf fans have been dreaming about for decades, and with our partners at Hasbro, we are finally able to bring this adrenaline-filled event to life.

For those who prefer head-to-head challenges, The Arena pits teams against one another across three 4,500 square foot NERF arenas: Urban Playground, Strange Cargo, and Blast Man Standing. Other activities include a soft-play style ‘Ninja’ circuit course, a bowling game with a human-sized twist, and a game of life-sized foosball.


A centre stage will host daily events, demos, giveaways and performances to encourage further audience participation and let fans be among the first to get hands on with the latest Nerf releases, including the brand’s furthest-firing blaster yet, the Nerf Ultra One Blasters.

Following its initial Los Angeles run, Nerf Challenge will be rolling out to multiple cities across the US and Canada in the coming year, with fans able to vote on where it visits in future.

It will be the first of “many interactive entertainment spaces yet to come” from Hasbro, according to Casey Collins, Senior Vice President and General Manager for Hasbro Consumer Products.

“We’re excited to team up with Kilburn to introduce a brand-new way for fans to experience their favourite Hasbro brands,” he adds.


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