Exciting, innovative and diverse Hasbro’s Matt Proulx talks about brands and LBE
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rom theme park rides to life-sized board game experiences, physical action zones, family entertainment centers (FECs) and even branded interactive hotels, Hasbro has been leading the charge toward new genres of location-based entertainment (LBE) experiences utilizing their library of beloved brands. With Licensing Expo 2022 soon to convene in Las Vegas, InPark contributor David Edmonds spoke to Matt Proulx, Vice President, Location Based Entertainment, Hasbro, to discuss the creation of new experiences and the future of branded LBE.
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It’s so hard to pick just one! Our team’s goal from day one was to innovate the LBE space and drive our brands to new heights by creating amazing world-class experiences with best-in-class partners. Our global rollout to date Matt Proulx includes the evolution of our Universal Studios Transformers experience at Universal Studios parks in Hollywood, Orlando and Singapore, as well as Transformers Metrobase (a dedicated land) at Universal Studios Beijing. Also, the opening of our first ever NERF FEC in Singapore called NAX (Nerf Action Xperience).
interview by David Edmonds
Concept art for Monopoly Lifesized All photos courtesy of Hasbro
What is your favorite Hasbro experience that has opened so far?
There are also our Monopoly Lifesized Experience (London), our first dedicated Peppa Pig Theme Park (Orlando), our Monopoly Dreams FEC experience (Hong Kong), our PJ Masks Land at Leolandia (Italy), and our Clue escape rooms with Breakout Games, among a whole host of other amazing experiences that have been launched over the past few years. What about new directions? Where do you see branded experiences going? Our goal has always been to create experiences that exceed the expectations of our consumers while delivering upon the needs
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