Hasbro, Kilburn Live Are Bringing ‘The Game Room’ to the American Dream

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

Related: Bringing Play to the People: Toymakers and Brands Take the Show on the Road, While Others Build Experiences

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.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.