Hasbro to Open ‘The Game Room’ at American Dream

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Hasbro and Kilburn Live are bringing a new family entertainment center concept to the American Dream entertainment and retail complex in Bergen County, New Jersey.

“The Game Room powered by Hasbro” is an immersive concept that will incorporate the company’s brands such as Monopoly, G.I. Joe, My Little Pony, Hungry Hungry Hippos, Clue, Connect Four, and Candyland.

“The Game Room powered by Hasbro is designed to be the next evolution of modern social entertainment,” said Matt Proulx, vice president of location-based entertainment at Hasbro. “Anchored with Hasbro’s iconic, multi-generational brands, 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.”

The attraction will feature a reimagined arcade platform with curated midway games, and interactive activities like Skee Golf, paired with food and beverage offerings. It is slated to begin welcoming guests in 2022.

“We want to bring people together to play, but in a manner you aren’t seeing in today’s marketplace,” said 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 reimagine the destination entertainment concept.”

American Dream is a three million-square-foot venue housing a mix of entertainment, shopping, and dining. It’s home to attractions that include DreamWorks Water Park, Nickelodeon Universe Theme Park, Legoland Discovery Center, Sea Life Aquarium, Big Snow Ski Hill, and more.

“American Dream exemplifies big ideas and innovation in the world of entertainment and retail,” said its CEO Don Ghermezian. “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 Centers, and we could not be more excited to have The Game Room come to American Dream.”

Hasbro is working with Kilburn Live, which specializes in creating large, IP-based, live event attractions — including live show, active play activations, and static location-based entertainment such as The Game Room.

“Our goal with The Game Room was to go big in scale and with innovation. The combination of offerings that The Game Room has, I think truly redefines the next evolution in family entertainment centers,” said Kilburn Live CEO Mark Manuel. “We are excited to see our big and innovative ideas come to life on the world class stage of American Dream, for guests of all ages to enjoy.”