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Hasbro Licenses Brands For Immersive Family Entertainment Centers

National Retail

A night out with the family may soon involve an immersive experience based on childhood games under a new licensing agreement between Hasbro and Los Angeles-based Kilburn Live to create, build and operate Hasbro-themed family entertainment centers in the U.S. and Canada.

The indoor family centers will have interactive and immersive games across multiple activity zones. Popular Hasbro brands under the license include My Little Pony, Monopoly, Mr. Potato Head, GI Joe, Clue, Battleship, Hungry Hungry Hippo, Trivial Pursuit and Chutes and Ladders.

Family entertainment centers, whether trampoline parks, gaming zones or bowling, are a growing sector of the retail industry as more companies seek ways to draw people in with entertainment and experiences. These interactive offerings are filling once-vacant anchor store locations or entering stand-alone locations.

"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,” Hasbro Consumer Products Senior Vice President and General Manager Casey Collins said in a statement. “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."

Kilburn Live, in partnership with Fort Worth-based private investment company Goff Capital, has hired former Main Event Entertainment CEO Charlie Keegan to head the new division and lead the rollout of the locations across North America. The companies did not say where the first locations would be.