Kilburn Live has struck a deal to create, build and operate Hasbro-themed family entertainment centers across the U.S. and Canada.
The indoor facilities will make use of iconic Hasbro brands and create interactive, immersive and innovative entertainment experiences in a gamified environment with multiple activity zones. Kilburn Live, in partnership with the private investment company Goff Capital, has hired Charlie Keegan, former CEO of Main Event Entertainment, to lead a new division that will spearhead the development of the multiple-location rollout across North America.
Casey Collins, senior VP and general manager of Hasbro Consumer Products, said, “Hasbro is committed to ‘creating the world’s best play experiences.’ In our 95-year history, Hasbro has transcended the toy aisle to become a lifestyle brand that both kids and adults enjoy. 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.”
“Hasbro is a leader in branded play and entertainment, and its iconic brands appeal to a multigenerational fan base,” said Keegan.
John Goff of Goff Capital added, “As with everything we do at Goff Capital, we aim to partner with the best and bring in the most qualified people to run our businesses. Hasbro is the world’s largest toy company and hiring Charlie, an experienced industry leader in the location-based entertainment space, was a coup.”
“This new concept and collaboration mark our initial step into a wider partnership with Hasbro, a world-leading branded play and entertainment company, with one of the best lineups of brands we have come across,” said Kilburn Media CEO Mark Manuel. “This exciting new move is an extension of our creative skillsets built over the years and expands on our business of creating and building unique experiences.”