USA/Mexico: First “Hasbro City“ LBE Centre for Mexico Announced

The international toy and boardgame manufacturer Hasbro also makes its brands available to boardgame enthusiasts in the form of location-based entertainment in an immersive way (e.g. “Monopoly: Lifesized“ in London). Together with its local partner VXT Negocios, the company has announced the first Family Entertainment Center of the brand “Hasbro City“ in Mexico, which will be developed in the premises of the former Imagic Park in the Paseo Interlomas shopping centre in Estado de México (state in Mexico). Future visitor offerings will include interactive attractions, virtual reality experiences, mechanical games, areas for active play and other experiential elements based on Hasbro brands such as “Potato Head“, “Power Rangers“, “My Little Pony“ and “Nerf“ on a total area of over 9,000 square metres. A Hasbro shop – the first in the region – will also be part of “Hasbro City“, in addition to F&B offerings and a Candyland.

Sandra Home, Sr. Manager Location-based Entertainment LATAM at Hasbro, comments: “We are very excited about the implementation of this project, which will be a first in the region. Hasbro City is our flagship project in Latin America. We want visitors to be immersed in a real city that combines stories with architectural and thematic elements based on Hasbro brands and characters. Our goal is to offer world-class experiences for visitors of all ages,” says Home.

Luis Javier Santoyo, CEO of Hasbro City, adds: “This great alliance will create a unique model in the entertainment industry. Hasbro City will become a destination for the whole family where everyone can interact with iconic Hasbro characters such as Potato Head, Power Rangers, My Little Pony, Nerf and many others.”

In the middle of last year, Hasbro and the Mexican investment company VXT Negocios, who administer the VXT Capital fund, signed a strategic partnership to jointly develop Hasbro-branded LBE formats in Latin America. (eap)