Global toy giant Hasbro is expanding its deal with Kingsmen Creatives to build and operate family entertainment attractions incorporating Hasbro brands such as Play-doh, Lite-Brite and TinkerToy across Asia Pacific, the Singapore-listed company said Monday.
Under the deal, Kingsmen will develop, build and operate multiple attractions in the region, with the first expected to open by 2021, the communications design and production company said in a filing to SGX after the market close.
Each indoor entertainment facility will adapt multiple Hasbro brands and related content across activity zones, merchandising and food and beverage areas in a story-driven environment, Kingsmen said.
“The expansion of our collaboration with Hasbro signals the wide appeal of Hasbro’s brands and the strong demand we see for engaging experiences,” Andrew Cheng, group CEO of Kingsmen, said in the statement. “We are excited about the opportunity to take another step forward in our evolution to be a creator of experiences, creating and building immersive content in multiple forms and formats.”
Casey Collins, senior vice president and general manager of consumer products at Hasbro, said the family entertainment centers will combine education and entertainment and create new ways for people to interact with Hasbro’s iconic brands.
Earlier this month, Kingsmen said it expanded its licensing agreement with Hasbro to open NERF family entertainment center attractions to include the U.S. market.
In December, Kingsmen had announced its indirect wholly owned subsidiary, NAX Singapore, would open an 18,000 square-foot NERF-dedicated FEC in Singapore’s Marina Square Shopping Mall, with a launch date set for the second half of this year.