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Hasbro To Open 42K SF American Dream Attraction Featuring Brands Like Monopoly, Candyland, G.I. Joe

Hasbro's The Gameroom in American Dream

American Dream is adding onto its experiential retail complex with a 42K SF concept from gaming giant Hasbro, Bisnow can first report.

Dubbed The Gameroom, the megamall’s newest tenant will feature arcade games, attractions, retail and full-service dining, all defined by the nostalgic toys created by the brand. It’s expected to open in June.

The games include a G.I. Joe Battle Station, featuring laser tag for up to 28 players; Ultimate Rollergames, showcasing games like Transformers, BattleShip and Monopoly; the Candy Land Shake Bar and the Gameroom Eats restaurant, with a Hungry Hungry Kiddos menu. 

It will also have an arcade “designed to cater to diverse gaming preferences,” according to an announcement from American Dream, which is owned by Canadian firm Triple Five Group. Hasbro’s portfolio consists of over 1,800 brands. 

The Candy Land Shake Bar

​​“We are ecstatic to bring iconic Hasbro brands to life through this interactive family-friendly facility at American Dream,” American Dream Senior Vice President and General Manager Bryan Gaus said in a statement.

Developed by Triple Five, the 3M SF megamall in East Rutherford, New Jersey, is no stranger to brand partnerships. The property includes a DreamWorks Water Park, Nickelodeon Universe Theme Park and LegoLand Discovery Center. A 13K SF Sesame Street play center was also recently announced as an upcoming tenant.

The $5B mall also features an aquarium, indoor ski hill and ferris wheel, and a go-kart track is also set to open, according to Triple Give. 

American Dream was hit hard by coronavirus lockdowns, which took place just months after it opened in 2019. However, it has since ramped up leasing. As of Dec. 31, American Dream was 86% leased and sales totaled $553M, up 31% from the previous year but still below the $2B that a 2017 study projected, according to Bloomberg.

American Dream Chief Operating Officer Paul Ghermezian told Bisnow in March that the mall's owners are anticipating the 2026 FIFA World Cup Final, to be played at MetLife Stadium across a parking lot in the Meadowlands, will be akin to American Dream's "débutante ball."