It’s a playtime world, and we’re ready to play!
For generations, some of our favorite toys and games have transported us into worlds limited only by our imaginations. From solving mysteries around the dining room table to staging epic battles between Autobots and Decepticons, or even building something entirely new with a colorful container of Play-Doh, there has never been a shortage of adventures waiting for us.
But what if we could actually step inside some of those worlds?
Well, Hasbro is making that possibility a reality as the toy and entertainment company continues expanding its location-based entertainment experiences around the globe. From North America and Latin America to the Middle East and Asia, familiar brands including Clue, Monopoly, Transformers, Peppa Pig, Nerf and Play-Doh are finding new ways to bring playtime beyond the toy box.
And some of these experiences are quite a bit larger than anything we could fit inside one.
For anyone who has ever fancied themselves a detective, Charlotte, North Carolina, is about to become a particularly interesting place to visit. Opening October 9, Clue: Murder on the Menu transforms the classic mystery board game into an immersive dining experience where guests become part of the investigation. Rather than simply moving pieces around a board and making accusations, visitors will interact with suspects, uncover clues and work to solve a mystery while enjoying dinner.
Which sounds delightful, assuming nobody decides to bring a candlestick to the table.
Meanwhile, in Canada, the world of Nerf is preparing to reach new heights. Galaxyland Powered by Hasbro, located at West Edmonton Mall in Alberta, is adding a Nerf Coaster as part of its continuing transformation into a Hasbro-themed entertainment destination. While further details about the attraction have yet to be revealed, the idea of bringing Nerf’s energetic world of play into a theme park setting certainly has our attention.
But not every adventure requires a roller coaster or a mystery to solve.
In São Paulo, Brazil, Monopoly Experience: Treasures of Brazil is already welcoming visitors at Shopping Cidade São Paulo. The limited-run attraction brings the famous board game into the real world across two floors, combining interactive storytelling, game-inspired environments and financial education with experiences celebrating Brazil’s diverse regions.
Thankfully, this time around, we don’t have to worry about someone flipping the board because they landed on a particularly expensive property.
For younger visitors, Peppa Pig is also getting ready to welcome more families into her world. As we’ve previously covered, the third Peppa Pig Play Café in China is opening in Suzhou this October, offering themed dining, interactive play and character encounters designed especially for preschoolers and their families.
The growing café concept gives little ones a chance to enjoy something many children have probably imagined while watching Peppa’s adventures: spending an afternoon playing in a world inspired by their favorite little pig.
And Peppa isn’t the only preschool favorite preparing to make the jump into a physical destination.
In Abha, Saudi Arabia, the first Play-Doh Imagination Center from SEVEN is opening soon, inviting families to explore immersive, hands-on experiences built around creativity and imaginative play. Considering Play-Doh has spent generations encouraging children to make just about anything they can dream up, an entire attraction dedicated to that concept feels like a natural next step.
Of course, sometimes playtime calls for something considerably more action-packed.
Hasbro is preparing two major Transformers experiences, beginning with Transformers Mission Energon Gramado, scheduled to open in late 2026 in Gramado, Rio Grande do Sul, Brazil. Developed with Dream Cars Automóveis e Eventos, the destination will become the country’s first fixed immersive Transformers attraction.
Over in Riyadh, Saudi Arabia, the upcoming Transformers: Battle of Cybertron is taking things to an entirely different scale. Located in the Al Hamra entertainment district, the indoor destination will span more than 10,000 square meters and feature rides, interactive experiences, themed dining and retail inspired by the Transformers universe.
That’s a lot of room for the Autobots and Decepticons to make themselves at home.
And Hasbro’s growing collection of real-world experiences isn’t limited to permanent attractions.
Power Rangers fans in Brazil will have another opportunity to participate in the brand’s themed race series this November, following an event held in September. The experience is designed to bring together young adults and longtime fans who grew up watching their favorite Rangers save the world.
Beyond the attractions, Hasbro’s characters are also continuing to bring families together for important causes. Daddy Pig recently completed his second marathon at the BMW Berlin Marathon, following a fundraising appearance at the London Marathon earlier this year. Inspired by George’s moderate hearing-loss storyline, the initiative helps raise awareness of childhood hearing loss and support for deaf and hard-of-hearing children, with backing from Hasbro, Smyths Toys Superstores and tonies.
Taken together, these experiences show just how much the idea of play is continuing to evolve.
A board game can become a dinner mystery. A beloved preschool character can welcome families into a themed café. A container of modeling compound can inspire an entire creative destination, while a franchise built around transforming robots can become a massive entertainment attraction.
And perhaps the most exciting part is how differently each brand approaches that opportunity.
Not every child wants to ride a roller coaster, and not every family is looking for an action-packed adventure. Some want to solve mysteries, others want to create something with their hands, and plenty of younger children would be perfectly happy spending an afternoon exploring a colorful world alongside characters they recognize.
Hasbro’s expanding collection of attractions is finding room for all of those experiences, bringing the worlds children have spent years imagining into places they can actually visit.
Because playtime doesn’t have to end when we put the toys away.
Sometimes, the adventure is only beginning.