The LA-based outfit Kilburn Live has entered into a nw licensing agreement with Hasbro to develop a series of Hasbro-themed family entertainment centres across the US and Canada.
The indoor family entertainment facilities will take some of the most iconic Hasbro brands to create interactive and immersive experiences in a gamified environment, with multiple activity zones.
“Hasbro is a leader in branded play and entertainment, and its iconic brands appeal to a multigenerational fan base.” said Charlie Keegan, the former CEO of Main Event Entertainment and head of the new division charged with rolling the initiative out across the US.
John Goff, of Goff Capital, added, “As with everything we do at Goff Capital, we aim to partner with the best and bring in the most qualified people to run our businesses. Hasbro is the world’s largest toy company and hiring Charlie, an experienced industry leader in the location based entertainment space, was a coup.”
"This new concept and collaboration marks our initial step into a wider partnership with Hasbro, a world leading branded play and entertainment company, with one of the best lineup of brands we have come across” said Kilburn Media CEO, Mark Manuel.
“This exciting new move is an extension of our creative skillsets built over the years and expands on our business of creating and building unique experiences."
Current licensed brands include well-known franchises including My Little Pony, Monopoly, Mr Potato Head, GI Joe, Clue, Battleship and more.
As Hasbro consumers are looking for more ways to engage with its brands that are loved by adults and kids alike, Hasbro believes that this new endeavor will exceed their expectations.
"Hasbro is committed to ‘creating the world's best play experiences.’ In our 95-year history, Hasbro has transcended the toy aisle to become a lifestyle brand that both kids and adults enjoy,” said Casey Collins, SVP & GM Hasbro Consumer Products.
“Our partnership with Kilburn will allow us - for the first time ever - to offer a wholly immersive and true play experience that unlocks a totally new and exciting way for fans to experience the Hasbro family of brands.”