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American Dream: Kilburn Live and Hasbro to open The Game Room

Immersive new FEC The Game Room Powered by Hasbro is set to open next year at destination retailtainment complex American Dream in New Jersey

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An observation wheel is part of future plans for the American Dream mall in New Jersey

The Game Room centres on a reimagined arcade platform with midway games and interactive attractions such as Skee Golf, the popular arcade putting game. The new attraction demonstrates that IP remains a huge trend in the attractions industry with The Game Room featuring iconic Hasbro brands including GI Joe, My Little Pony, Monopoly, Hungry Hungry Hippos, Candyland and Connect.

“Our goal with The Game Room was to go big in scale and with innovation,” says Mark Manuel, CEO of Kilburn Live which specialises in creating large IP based live events and active play attractions.

The Game Room, which will be situated in the court near the SEALIFE® aquarium, will also include a range of food and beverage offerings.

Re-imagining the concept of destination entertainment

Hasbro and Kilburn Live claim the new attraction will usher in a new evolution of modern social entertainment. “We are focused on providing an immersive entertainment experience that engages everyone and encourages families and guests of all ages to come together to play, compete and socialize,” says Matt Proulx, Vice President of Location Based Entertainment at Hasbro.

“We want to bring people together to play, but in a manner you aren’t seeing in today’s marketplace,” adds Charlie Keegan, CEO of The Game Room. “With the much-loved content from Hasbro and the magnitude of a venue like American Dream, we have a unique opportunity here to bring rich, engaging, interactive experiences to life and in the process re-imagine the destination entertainment concept.” 

dreamworks water park

Shifting focus of retailtainment at American Dream

American Dream, the huge retail and entertainment complex in the Meadowlands Sports Complex in East Rutherford, New Jersey, hints at the future of retailtainment.

The complex includes the Nickelodeon Universe theme park and DreamWorks Water Park, stretching over 8.5 acres and comprising 40 water slides and 15 attractions. There is also a LEGOLAND® Discovery Centre, SEALIFE® aquarium alongside BIG SNOW, the centre’s indoor skiing and snowboarding park and The Rink.

It is also renowned for its shopping and dining experiences, including The Avenue, a luxury experience with a curated collection of upmarket fashion brands such as Saks Fifth Avenue and Tiffany.

However, since 2020, the focus has shifted. “Entertainment is at the forefront,” says Mark Ghermezian, co-CEO of American Dream. In an interview with Blooloop he said that American Dream will shift to roughly 70 percent entertainment space and only 30 percent retail – a marked difference from the previous split which was roughly even.

“American Dream exemplifies big ideas and innovation in the world of entertainment and retail,” says Don Ghermezian, CEO of American Dream.

“This is why American Dream is the ideal location for Kilburn Live and Hasbro’s newest concept, which will set the standard for Family Entertainment Centres, and we could not be more excited to have The Game Room come to American Dream.”

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