Matt Proulx, head of experiences licensing at Hasbro, is dedicated to bringing the company’s iconic brands to life through location-based entertainment (LBE) experiences. These initiatives combine immersive and interactive play with brand storytelling, aiming to enhance consumer engagement and bolster brand loyalty.
Under Proulx’s leadership, Hasbro has launched experiences like Monopoly Lifesized, an immersive, full-scale version of Monopoly featuring escape room challenges that embody the game’s social spirit. This strategy resonates especially with younger demographics who seek memorable experiences and are eager to share them on social media, strengthening brand loyalty among Millennials and Gen Z.
Speaking to blooloop in 2020, he said: “You need to find ways to break through the clutter. And you do that by being relatable. So that a consumer or a fan or a guest looks at your brand and thinks of it in a positive way that will vault you to the top of that decision-making process. Relatability to our consumers, through brands and through these experiences, is important.”
Matt Proulx also emphasises the appeal of Hasbro’s products across generations. Recent initiatives, such as Nerf Action Xperience centres and Peppa Pig Play Cafés, aim to unite families and fans of all ages through shared experiences. Hasbro’s LBE ventures have grown internationally, particularly in EMEA, Asia, and North America. Looking ahead, there are plans to launch similar attractions in additional regions.
With these initiatives, Proulx seeks to create engaging, memorable experiences that encourage visitors to return and share their excitement with others.
“Matt is driving forward one of the most vibrant and exciting IP licensing programs in the space,” said one nominator. “He has pushed his licensees to push the envelope, resulting in new types of experiences like Monopoly Lifesize and Twenty-Sided Tavern. I love the creative freedom he gives his licensees to come up with new ways to pay off the Hasbro IPs—bravo!”