Toy giant Hasbro has formed a licensing pact with Kilburn Live to create, build and operate Hasbro-themed indoor family entertainment centers across the U.S. and Canada which will bring the company’s iconic brands to life with “interactive, immersive and innovative entertainment experiences in a high-energy, gamified environment with multiple activity zones.”
The new division in charge of this initiative will be headed by Charlie Keegan, former CEO of Main Event Entertainment.
“Hasbro is committed to ‘creating the world’s best play experiences.’ In our 95-year history, Hasbro has transcended the toy aisle to become a lifestyle brand that both kids and adults enjoy,” said Casey Collins, SVP & GM Hasbro Consumer Products. “Our partnership with Kilburn will allow us — for the first time ever — to offer a wholly immersive and true play experience that unlocks a totally new and exciting way for fans to experience the Hasbro family of brands.”
Brands announced for inclusion in the centers are My Little Pony, Monopoly, Mr. Potato Head, GI Joe, Clue, Battleship, Hungry Hungry Hippos, Trivial Pursuit, Chutes and Ladders and others. Transformers, which is part of Universal theme parks due to the film franchise, is not included. Hasbro also picked up Power Rangers earlier this year, which could be added in the future.
