Families planning their next adventure to the Smoky Mountains may soon have an entirely new reason to visit.
Over the past several years, Pigeon Forge has continued to cement its place as one of the country’s premier family vacation destinations. Home to a growing collection of attractions, entertainment offerings and outdoor adventures, the Tennessee tourism hotspot has become a destination where families can create an entire vacation around shared experiences and memorable moments.
That growth mirrors a broader trend occurring across Tennessee itself. From its thriving music and entertainment industries to its growing influence in tourism, sports and family attractions, the Volunteer State continues to attract national attention as both a destination and cultural hub. As more companies look beyond traditional entertainment capitals, Tennessee has increasingly become a place where major brands are choosing to invest in experiences designed to bring families together.
Soon, visitors to Pigeon Forge will have another reason to add the city to their travel plans.
Safe Harbor Development has officially unveiled The Play District: Powered by Hasbro, a brand-new entertainment destination scheduled to open in Summer 2027. Bringing together some of Hasbro’s most recognizable brands under one roof, the ambitious new attraction aims to transform playtime into an immersive, larger-than-life experience for visitors of all ages.
Located in one of the country’s most popular family vacation destinations, The Play District will feature interactive experiences inspired by beloved brands including Nerf, Peppa Pig, Play-Doh, Transformers, PJ Masks and more.
At the heart of the destination will be three distinct attraction areas designed to encourage families to explore, compete and imagine together.
Thrill-seekers can put their skills to the test inside Nerf Action Xperience, an action-packed attraction featuring competitive challenges, laser tag, arcade experiences, obstacle courses and even a first-of-its-kind Nerf ride.
Younger visitors will be able to step directly into the world of Peppa Pig Playtime, where locations inspired by the beloved preschool series will bring Peppa’s neighborhood to life through interactive play experiences.
Meanwhile, Planet Playskool will invite guests into a colorful and sensory-rich environment inspired by a variety of iconic Hasbro brands. Featuring experiences based on Play-Doh, Transformers, PJ Masks, Mouse Trap and more, the attraction is designed to encourage creativity, discovery and hands-on fun.
Beyond the attractions themselves, the approximately 50,000-square-foot venue will also include dedicated spaces for birthday parties, school outings, camps, family celebrations and group events. Guests can also expect food offerings, retail locations and exclusive merchandise tied to the attraction’s featured brands.
Perhaps the most exciting aspect of The Play District isn’t simply the brands themselves, but what the project represents for Pigeon Forge’s continued evolution as a family entertainment destination. As attractions increasingly focus on immersive experiences and interactive storytelling, families are seeking opportunities to become part of the adventure rather than simply watch it unfold.
That philosophy feels right at home in Pigeon Forge, a city that continues to expand its offerings for visitors year after year. Whether families are exploring the Great Smoky Mountains, visiting Dollywood, enjoying one of the area’s many attractions or soon stepping into the worlds of Nerf, Peppa Pig and Play-Doh, the city continues to demonstrate why it remains one of the most popular family destinations in the nation.
With construction already underway and an opening planned for Summer 2027, The Play District appears poised to become another major addition to both Pigeon Forge’s growing entertainment landscape and Tennessee’s expanding role in shaping where families choose to play, explore and make memories together.