Kingsmencreative
Kingsmen Creatives Ltd is a Singapore-listed (SGX:5MZ) integrated design-build firm founded in 1976, delivering exhibitions, events, museums, retail, thematic attractions and brand experiences to governments, luxury brands, corporates and entertainment IP holders across 20+ offices in Asia Pacific, the Middle East, India and the US, with a growing location-based entertainment arm (Kingsmen Xperience).
- Company typePublic
- Founded1976
- HeadquartersSingapore, Singapore
- Headcount1,001–5,000
- GTM typeB2B
- OfferingServices
What Kingsmencreative does
Kingsmen Creatives Ltd is a Singapore-incorporated, SGX-listed (ticker: 5MZ) integrated experience design-and-build firm founded in 1976, operating from 20+ offices across Southeast Asia, Greater China, Japan, Korea, India, the Middle East and the United States, with reported headcount in the 1,001–5,000 range. The company delivers end-to-end experiential services spanning exhibitions and events, museums and galleries, retail and corporate interiors, thematic attractions, experiential marketing, and research/design/digital work, combining spatial design, multimedia production and physical fabrication under a single accountable workstream.
The business operates two principal engines. The legacy Kingsmen business is a project-based professional services firm delivering design-build solutions to enterprise and government clients (e.g., Singapore Tourism Board, Hasbro, Bvlgari, CHANEL, FENDI, L'Oréal, Singtel, DHL, Huawei, DBS, Porsche Singapore, Ylang 23, Asian Civilisations Museum, Science Centre Singapore), monetized through project quotes, multi-year contracts and licensing/royalty arrangements. The second engine is Kingsmen Xperience (KX), a wholly-owned location-based entertainment subsidiary that licenses global entertainment IP — including Hasbro brands (NERF, Planet Playskool, Play-Doh, Transformers), Netflix (Squid Game: The Experience), Discovery (Animal Planet) and Felix & Paul Studios (Space Explorers: THE INFINITE) — and develops, operates and/or co-invests in branded ticketed venues globally, generating revenue from ticket sales, F&B, retail, licensing fees and venue management. KX is supported by US operating entities (Kingsmen Xperience, Inc. and KX Management LLC) and regional strategic partners (Good Vibrations in North America, Max-Matching Entertainments in China, S Experience / Black Spade Capital across Asia Pacific).
The group is organized around core operating subsidiaries Kingsmen Xperience (KX), KR+D (research, design and development) and Kingsmen Exhibits, with regional subsidiaries across Asia and the Middle East. Go-to-market is enterprise field sales driven by brand reputation, 50 years of credentials, awards (World Expo 2025 People's Choice, multiple World Exhibition Stand and World Expolympics awards), and partner/IP-holder relationships rather than outbound demand generation. Pricing is project-quoted for services and per-ticket / per-session for attractions (e.g., Living Worlds adult tickets at $23 and child tickets at $18). Reported traction includes 10M+ visitors across Kingsmen Xperience attractions and 400,000+ visitors to Space Explorers: THE INFINITE globally since 2021.
Kingsmencreative firmographics
Firmographics- Name
- Kingsmencreative
- Legal name
- Kingsmen Creatives Ltd
- Website
- https://kingsmen-int.com
- Company type
- Public
- Founded year
- 1976
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Kingsmen Creatives Ltd is a Singapore-listed (SGX:5MZ) integrated design-build firm founded in 1976, delivering exhibitions, events, museums, retail, thematic attractions and brand experiences to governments, luxury brands, corporates and entertainment IP holders across 20+ offices in Asia Pacific, the Middle East, India and the US, with a growing location-based entertainment arm (Kingsmen Xperience).
- Ownership category
- akta.pro rank
Where Kingsmencreative is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices18 records
Markets served
Kingsmencreative business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Branded Attractions & Location-Based Entertainment: Kingsmen Xperience division operates attraction sites under licensing agreements with major IP holders (Hasbro, Netflix). Revenue generated through ticket sales, food & beverage, and retail at owned/operated venues. The company also earns licensing fees and royalties from IP partnerships.
- Professional Services - Exhibitions & Events: Project-based fees for design, build, and project management of exhibitions, events, retail interiors, corporate environments, and themed attractions. Services provided to enterprise clients on a per-project basis.
- Operations & Venue Management: Ongoing management and operations of attraction venues, including staffing, maintenance, and visitor services. Revenue from managed facilities and long-term venue operations contracts.
- Design & Creative Services: Fees for creative strategy, concept development, spatial design, visual branding, and digital/multimedia production as standalone or integrated service offerings.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Exhibition tickets (Living Worlds: An Animal Planet Experience) |
| Unit Pricing | Pay-as-you-go | NERF Action Xperience admission |
| Other | Multi-year contract | Professional services (design, build, project management) |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Kingsmencreative product offering
Product offeringCore offering
Kingsmen Creatives Ltd is a communication design and production company that creates physical and digital experiential environments. It delivers integrated design-build services across exhibitions, events, museums, retail interiors, corporate environments, and themed attractions, and through its Kingsmen Xperience subsidiary licenses and operates branded IP-based attractions such as NERF Action Xperience, Planet Playskool, Squid Game: The Experience, and Space Explorers: THE INFINITE.
Product overview
Kingsmencreative operates as a design-build and experiential services company, not a software product company. The company offers a portfolio of physical experience design and build services (exhibitions, events, museums, retail interiors, thematic attractions, experiential marketing, digital/multimedia) under the Kingsmen main brand, plus a location-based entertainment division called Kingsmen Xperience (KX) that licenses and operates branded physical attractions globally. The Kingsmen Xperience subsidiary transforms well-known entertainment IP (from Hasbro, Netflix, Discovery, Felix & Paul Studios) into physical attractions including NERF Action Xperience, Planet Playskool, Squid Game: The Experience, Space Explorers: THE INFINITE, Toy Box, and An Animal Planet Experience. KR+D represents their integrated creative research and design capability. The company was founded in 1976 and is headquartered in Singapore with 20+ global offices.
Differentiator
Problem solved
Functional benefit
Brands
- Kingsmen Xperience (KX): Location-based entertainment subsidiary that licenses and manages intellectual properties, transforming well-known brands into top quality location-based experiences. Operates attractions including NERF Action Xperience, Planet Playskool, Squid Game: The Experience, Space Explorers: The Infinite, and Toy Box.
- KR+D
Quantifiable outcome
- 10M+ visitors worldwide across Kingsmen Xperience branded attractions
- +4 more outcomes
Companies that use Kingsmencreative
Customer profileNamed customers22 records
Segments5 records
Ideal customer profiles5 records
Kingsmencreative technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Kingsmencreative partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered minor and core.
- ChoomminorMOU signed between Kingsmen Xperience (US subsidiary) and Choom (Singapore-based K-pop culture company) for global expansion of the CHOOM Project. Collaboration involves immersive kiosks and digital platforms for K-pop fan engagement through physical kiosks and social media. Initial deployment planned for Singapore with future global expansion.
- Black Spade Capital / S ExperiencecoreStrategic partnership deal memorandum to develop branded attractions in Asia Pacific. Black Spade Capital's S Experience subsidiary collaborates with Kingsmen Xperience on attraction development across the region.
- NetflixcorePartnership to bring Squid Game: The Experience to physical locations. Netflix licenses the IP for live immersive experiences. Kingsmen Xperience develops and operates the physical attraction. First location opened in Seoul, Korea in early 2025.
- Infinity Experiences (PHI Studio/Felix & Paul Studios)corePartnership to bring Space Explorers: THE INFINITE to Asia Pacific and Middle East regions. Infinity Experiences (joint venture between PHI Studio and Felix & Paul Studios) provides the travelling VR space exploration experience content. Kingsmen Xperience handles marketing and distribution in the region. Experience debuted in Singapore in 2024.
- Felix & Paul StudioscoreContent creator for Space Explorers: THE INFINITE VR experience. Felix & Paul Studios, along with TIME Studios and NASA, created the ISS 360-degree VR content. Kingsmen distributes and operates the experience in Asia Pacific.
- NASAcoreNASA collaborated on Space Explorers: THE INFINITE providing access and content related to the International Space Station. Based on Primetime EMMY-Award winning Space Explorers: The ISS Experience.
- Max-Matching EntertainmentscoreStrategic partnership to bring NERF Action Xperience family entertainment centers to China. Max-Matching Entertainments identifies locations, develops properties, and provides operations and facilities management. Kingsmen Xperience manages IP and licensor relations, leads design and development. First venue planned for Beijing in 2025.
- Good VibrationscoreStrategic partnership for branded location-based entertainment in North America. Good Vibrations provides venue sourcing, operational management, and funding through its Bright Play and BrightColors divisions. Kingsmen Xperience manages IP licensing, licensor relations, production, and marketing support. First joint venture includes NERF Action Xperience and Planet Playskool at Westfield Garden State Plaza, New Jersey.
- HasbrocoreLicensing agreement with Hasbro to develop and operate branded attractions including NERF Action Xperience and Planet Playskool. Hasbro provides IP licensing for brands including NERF, Play-Doh, Transformers, PJ Masks, Mousetrap, Spirograph, and Tinkertoy. Kingsmen operates venues and pays licensing fees.
- Science Centre SingaporeminorPartnership for Living Worlds: An Animal Planet Experience exhibition at Singapore Science Centre (2019-2020). Science Centre provided venue and educational expertise; Kingsmen created and produced the exhibition.
- FITCHminorDesign partnership for UNBOXED by Singtel pop-up store. FITCH conceptualized the modular container retail space; Kingsmen executed design and build.
- WestfieldcoreVenue partnership for branded attractions at Westfield locations. First NERF Action Xperience and Planet Playskool opened at Westfield Garden State Plaza, Paramus, New Jersey. Westfield provides retail destination venues.
Scale indicators5 records
Recent moves8 records
Expansion highlights6 records
Kingsmencreative competitors and assessment
Company assessmentDirect peers
- Freeman: US-headquartered global events and exhibitions company providing event strategy, design, fabrication, and on-site execution for trade shows, corporate events, and brand activations. Comparable in integrated design-build model and enterprise project delivery, with stronger North American trade-show footprint.
- Jack Morton Worldwide: Global brand experience agency owned by IPG, with deep expertise in experiential design, branded environments, and live events for enterprise brands. Closely mirrors Kingsmen's exhibition/event/interiors service lines and premium brand client roster (luxury, tech, automotive).
- Pico Group (Pico Far East / Pico International): Hong Kong-listed (HK:0752) experiential services and exhibition company with a nearly identical business model — design-build for exhibitions, events, museums, branded environments, and thematic attractions across APAC. Pico is the most direct publicly-traded comparable to Kingsmen Creatives, with overlapping client base in luxury, government, and cultural verticals across SE Asia, Hong Kong, and China.
- GES (Global Experience Specialists): Global experiential and event services firm specializing in trade shows, exhibitions, corporate events, and brand experiences. Operates design + fabrication + on-site execution across multiple continents; directly comparable to Kingsmen's exhibitions/events service line.
- MKG (Maria Keramidas Group): Independent US experiential marketing agency providing brand experience design, event production, and digital integration for enterprise clients. Comparable in mid-size project-services model and creative-services value proposition.
- Momentum Worldwide: Global experiential marketing agency within McCann Worldgroup (IPG), delivering brand experiences, sponsorships, retail environments, and live events for major enterprise clients. Comparable in target verticals (luxury, tech, CPG) and integrated agency model.
- George P. Johnson Experience Marketing (GPJ): Global experiential marketing agency owned by Project Worldwide, specializing in corporate events, product launches, conferences, and brand activations for enterprise clients. Comparable in target customer (Fortune 500 / large enterprise), service offering (design + build + activate), and complexity of multi-stakeholder project delivery, though GPJ's center of gravity is North America and EMEA.
- Sparks (Cheil Worldwide): Global experiential marketing agency owned by Cheil Worldwide (Samsung), focused on brand experiences, retail activations, and live events for enterprise clients. Comparable scope and customer profile, with parent-owned balance sheet advantage versus Kingsmen's standalone small-cap profile.
Broad incumbents
- AKQA (WPP): Global design and innovation consultancy owned by WPP, with deep digital experience design, brand, and integrated marketing capabilities. Adjacent rather than direct overlap, but increasingly competing for the same enterprise brand-experience RFPs that bundle digital + physical design.
- Merlin Entertainments: Global operator of LEGOLAND, Madame Tussauds, and other branded visitor attractions. Broader incumbent in the location-based entertainment category where Kingsmen Xperience operates, with deeper capital base and global venue network but less design-build integration or IP-licensing operator model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Kingsmencreative social profiles
Digital presenceKingsmencreative financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kingsmencreative leadership team
Management profileNumber of profiles
Profiles4 records
Kingsmencreative subsidiaries and ownership
Company hierarchySubsidiaries5 records
Kingsmencreative funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kingsmencreative M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Kingsmencreative
What does Kingsmencreative do?
Kingsmen Creatives Ltd is a communication design and production company that creates physical and digital experiential environments. It delivers integrated design-build services across exhibitions, events, museums, retail interiors, corporate environments, and themed attractions, and through its Kingsmen Xperience subsidiary licenses and operates branded IP-based attractions such as NERF Action Xperience, Planet Playskool, Squid Game: The Experience, and Space Explorers: THE INFINITE.
Is Kingsmencreative a public or private company?
Kingsmencreative is a public company. It is classified as public and is currently operating.
When was Kingsmencreative founded?
Kingsmencreative was founded in 1976. It employs 1,001 to 5,000 people.
Where is Kingsmencreative based?
Kingsmencreative is headquartered in Singapore, Singapore, in the Asia region.
How does Kingsmencreative make money?
Four revenue lines are on record. Branded Attractions & Location-Based Entertainment is the primary driver. The others are professional Services - Exhibitions & Events, operations & Venue Management and design & Creative Services.
Who are Kingsmencreative's main competitors?
Direct peers on record are Freeman, Jack Morton Worldwide, Pico Group (Pico Far East / Pico International), GES (Global Experience Specialists), MKG (Maria Keramidas Group), Momentum Worldwide, George P. Johnson Experience Marketing (GPJ) and Sparks (Cheil Worldwide). Broad incumbents are AKQA (WPP) and Merlin Entertainments.
Does Kingsmencreative have an API?
No public API is recorded for Kingsmencreative.