As toymakers look to diversify, experiences are where it’s at. Now comes news that Hasbro has just entered into a licensing agreement with Los Angeles-based Kilburn Live to to create, build and operate Hasbro-themed family entertainment centers across the US and Canada. In an announcement received at Rock Father HQ this morning, the two companies promise that “the indoor family entertainment facilities will take iconic Hasbro brands and create interactive, immersive and innovative entertainment experiences in a high-energy, gamified environment with multiple activity zones.
“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.”
Charlie Keegan, former CEO of Main Event Entertainment has been tapped to head the new division that will lead the development of the multiple location rollout across North America.
Current licensed brands for the project include well-known franchises including MY LITTLE PONY, MONOPOLY, MR. POTATO HEAD, GI JOE, CLUE, BATTLESHIP, HUNGRY HUNGRY HIPPOS, TRIVIAL PURSUIT, CHUTES AND LADDERS and others.
Of course, there are some omissions, most notably TRANSFORMERS, which has a presence at Universal Theme Parks, and the recently-acquired POWER RANGERS franchise.
With all the changes in the retail landscape over the past year, could this be a new way to connect with families while also setting-up an in-house retail presence? Time will tell… stay tuned for more news in the months ahead.