“Hasbro’s original board game continues to lead the market year in, year out and is loved globally by every generation that has grown up with the game,” said Julia Posen, head of development at Gamepath.
“When you step into the world we’re creating, we promise a dynamic, lively interactive experience and a great night out. Get ready for high risks and high rewards where there’s no ceiling to winning. As long as you can stay out of jail!”
Monopoly Lifesized will feature a huge board that teams of players will move around, taking part in challenges to acquire properties, earn money, pass go and go to jail.
The immersive Monopoly attraction will be located on Tottenham Court Road. Covering 22,000 square feet, the building will house a retail outlet selling Hasbro game merchandise and a Monopoly-themed bar and restaurant called the Top Hat.
The attraction’s large Monopoly boards can host between 8 and 24 people, split into teams represented by Monopoly tokens such as Scottie Dog, Boot and Racing car.
David Hutchinson, CEO of Gamepath, added: “Audiences want to consume live performance differently, and what better way than to jump into a life-sized version of the world’s favourite board game?
“Our creative team has been working their magic to fuse an experience that puts our audiences centre place on the board, and brings together our theatrical roots with innovative, digital and immersive storytelling.”
Each property on the board will have location-based room behind it where players can take challenges to acquire the property. Monopoly Lifesized will use state-of-the-art technology, including a player app designed by Tappable.
LBE experience from Hasbro
Matt Proulx, VP of LBE at Hasbro, described the upcoming attraction as “an exceptional, one-of-a-kind experience that truly brings the Monopoly game to life in a way only once imagined”.
Hasbro has also partnered with Merlin to open the world’s first Peppa Pig Theme Park at Legoland Florida, and teamed up with Fanattik to launch merchandise inspired by Magic: The Gathering and Dungeons & Dragons.