Hasbro has unveiled a slate of new immersive attractions, brand experiences and themed F&B venues spanning North America, Latin America, the Middle East and Asia.
The company's LBE portfolio continues to grow, with new offerings including the third Peppa Pig Play Café in China and Brazil's first permanent Transformers attraction.
Highlights also include Clue: Murder on the Menu in the US, a Nerf coaster at Galaxyland Powered by Hasbro in Canada, Monopoly Experience: Treasures of Brazil in São Paulo, and two major new attractions in Saudi Arabia – Play-Doh Imagination Center and Transformers: Battle of Cybertron.
Hasbro's new location-based entertainment offerings include the third Peppa Pig Play Café in ChinaHasbro
"The strongest brands create multiple ways for fans to engage, whether that's through content, consumer products, experiences or licensing," said Kim Boyd, president of global licensing and entertainment at Hasbro.
"Our focus is building connected franchise ecosystems that bring those touchpoints together, creating more opportunities for fans and stronger long-term value for our partners."
Opening in Suzhou in October, China's third Peppa Pig Play Café will offer immersive dining, interactive play experiences and character encounters.
Brazil's new Transformers attraction, called Mission Energon Gramado, is set to open in late 2026 in Gramado, Rio Grande do Sul.
Clue: Murder on the Menu, an immersive dining experience, is launching on 9 October in Charlotte, North CarolinaHasbro
Clue: Murder on the Menu, an immersive dining experience, is launching on 9 October in Charlotte, North Carolina, while the new Nerf coaster is coming to Galaxyland soon.
Monopoly Experience: Treasures of Brazil, open now in São Paulo, brings the board game to life through an immersive adventure.
As for Saudi Arabia's new Hasbro attractions, the first-ever Play-Doh Imagination Center is opening soon at Seven's Abha entertainment district and will offer hands-on experiences.
Transformers: Battle of Cybertron is also opening soon at the Al Hamra entertainment district in Riyadh. The new indoor attraction will include state-of-the-art rides, interactive experiences, and themed retail and F&B.
