Action Figure Insider. The centers will use Hasbro properties to "create interactive, immersive and innovative entertainment experiences in a high-energy, gamified environment with multiple activity zones," according to the announcement.
Kilburn Live produces live entertainment, produces and finances films (Hacksaw Ridge), and produces and distributes TV shows. This type of fixed-location event center appears to be a new field for the company, which has brought in shareholder Goff Capital to partner in the project.
The key move appears to have been the hire of former Main Event Entertainment CEO Charlie Keegan to run the new division. Main Event operates 41 centers featuring bowling, laser tag, ropes courses, video games, billiards, virtual reality and other activities around the U.S.
Licensed brands announced for the centers to date include My Little Pony, Monopoly, Mr. Potato Head, G.I. Joe, Clue, Battleship, Hungry Hungry Hippo, Trivial Pursuit, Chutes and Ladders, with other unannounced brands also included in the deal.
"Our partnership with Kilburn will allow us – for the first time ever – to offer a wholly immersive and true play experience that unlocks a totally new and exciting way for fans to experience the Hasbro family of brands," SVP and GM Hasbro Consumer Products Casey Collins said in the announcement.
Which Promise 'Gamified Environment'
Posted by Milton Griepp on November 14, 2018 @ 4:18 am CT