Nex
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A whole new way to play
Launching Nex Playground into the UK and Ireland through people, play and powerful cultural moments
Nex Playground is the world’s leading active play system – bringing families together through games that get everyone moving.
Following a hugely successful US launch, Nex needed a lead strategic and creative agency to bring the brand to its next major global market.
There was just one challenge.
Outside the US, few families had heard of it.
Our Challenge.
To launch Nex Playground into the UK and Ireland with impact.
Building the brand from the ground up. Translating its global success through a distinctly UK cultural lens. And creating the awareness, trust and desirability needed to turn an unknown product into a new family favourite.
With award-winning experience launching Nintendo Wii and Nintendo DS – alongside deep expertise across gaming, entertainment and family audiences – Aurora was the perfect partner to lead the way.
A people-powered launch strategy
We built an integrated UK marketing strategy from the ground up – rooted in audience insight, community and the emotional power of playing together.
Parents were navigating growing concerns about screen time, digital safety and childhood inactivity. Families were also looking for better value from the products they brought into their homes.
Nex Playground offered something genuinely different.
A safe, inclusive and brilliantly simple system that transformed screen time into active together time – with no controllers, no complicated set-up and hundreds of ways to play.
Our strategy balanced the emotional and the practical: the laughter, connection and memories Nex creates, alongside its safety, simplicity, breadth of games and long-term value.
A credible new name in family entertainment.
A brand ready to bring wonder, movement and fun to homes across the country.
We knew that playing was believing.
So, to launch Nex in the UK, we created the Nex Playground House: an immersive media and creator experience at The Hoxton in central London.
The space was transformed into a series of beautifully curated play environments, each built around a different genre of Nex experience.
More than 20 family-focused creators brought their children along for some of the first hands-on play in the UK.
They jumped. Dodged. Danced. Laughed.
And shared it all with their communities.
The buzz was building.
Putting play into people’s hands
Winning hearts, minds and headlines
Alongside our creator community, we welcomed some of the UK’s most influential media – spanning national news, lifestyle, parenting, technology and gaming.
From the BBC to The Daily Telegraph, journalists experienced Nex for themselves and joined intimate briefings with the global leadership team.
The response was immediate.
Media recognised the joy of the product – and the powerful gap it could fill for families looking for healthier, safer and more sociable digital play.
Nex Playground had arrived.
Serving up an iconic launch moment
We needed a landmark activation.
Something joyful. Something active.
Something unmistakably British.
Wimbledon was the perfect stage.
Aurora conceived and delivered a tennis-powered family experience, bringing the world of Nex Playground to one of the biggest moments in the British sporting calendar.
Families could take on active Nex tennis challenges, step onto the court and play alongside coaches and creators.
More than 1,500 people registered to experience Nex first-hand.
Because when it comes to Nex, playing really is believing.
Taking play into communities
From major events to retail environments, family festivals and community spaces, we took Nex to the places where UK families already came together.
We connected the campaign across social, creators, media, retail and partnerships – working with names including Argos, Smyths, Zumba and some of the world’s best-loved family entertainment brands.
Each collaboration gave families another way to discover, understand and experience Nex.
From global partnership to local pride
As Nex became the new front-of-shirt sponsor of Wrexham AFC, we brought this extraordinary global partnership to life for the people at its heart.
Through fan experiences, watch parties, content and community activations, we created memorable moments for Wrexham supporters at home and internationally.
Connecting a global entertainment brand with the energy, loyalty and pride of a much-loved British football community.
A global partnership. Powered by people.
Building momentum from day one
From an unknown new entrant to one of the UK’s most exciting family entertainment brands.
The campaign has delivered:
42 million social media impressions – and counting
Thousands of hands-on family play experiences
Stand-out national, lifestyle and gaming media coverage
Powerful creator advocacy and authentic family storytelling
High-profile partnerships across retail, entertainment, fitness and football
A strong UK position built around active play, digital safety and family connection
Most importantly, we created a community-powered platform for future growth.
Building awareness. Inspiring trust. Creating joyful shared experiences.
And laying the foundations for Nex Playground’s peak-season campaign and ambitious growth into 2027.
Nex Playground. Turning screen time into together time.
