Hasbro expands global immersive attractions and brand experiences

Hasbro has announced an expansion of its location-based entertainment (LBE) portfolio, introducing new immersive attractions, themed dining, and brand experiences across North America, Latin America, the Middle East, and Asia.

Key upcoming and current projects include the opening of a third Peppa Pig Play Café in Suzhou, China, this October, which will feature interactive play and themed dining. In Brazil, the company is developing Mission Energon Gramado, a permanent Transformers attraction scheduled to open in late 2026, alongside the existing Monopoly Experience: Treasures of Brazil in São Paulo.

Other global developments include the launch of Clue: Murder on the Menu, an immersive dining experience in Charlotte, North Carolina, and a new Nerf coaster at Galaxyland in Canada. In Saudi Arabia, Hasbro is preparing to open the Play-Doh Imagination Center and a Transformers: Battle of Cybertron attraction at the Seven's Abha entertainment district.