Source: Hasbro x Kilburn Live/The Toy Book

In 2018, Hasbro and Kilburn Live first teamed up on a plan to create branded Family Entertainment Center (FEC) concepts centered around Hasbro’s toy and game brands. While the pandemic slowed some developments, the companies are back in action with plans for The Game Room powered by Hasbro, a one-of-a-kind immersive concept slated to open next year at the American Dream entertainment and retail complex in Bergen County, New Jersey.

“The Game Room powered by Hasbro is designed to be the next evolution of modern social entertainment,” says Matt Proulx, vice president of location-based entertainment at Hasbro. “Anchored with Hasbro’s iconic, multi-generational brands, we are focused on providing an immersive entertainment experience that engages everyone and encourages families and guests of all ages to come together to play, compete and socialize.”

G.I. Joe will have a presence in The Game Room powered by Hasbro | Source: Hasbro

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Plans are underway for what Hasbro says is a “reimagined arcade platform with highly curated midway games” in addition to interactive attractions such as Skee Golf and a dining experience.

The Game Room will feature several of the most famous brands from the Hasbro portfolio, including G.I. Joe, My Little Pony, Monopoly, Hungry Hungry Hippos, Clue, Connect Four, Candyland, and more.

Prior to the pandemic, Hasbro and Kilburn revealed plans for experiences based around NERF and the Power Rangers.