Partnering with Kilburn Entertainment, Hasbro is set to establish Family Entertainment Centers across United States and Canada.
Among the properties that will be featured on these centers is G.I. Joe. Yes; this is the first time our beloved Joe brand is listed prominently on an official Hasbro press release, in many years.
G.I. Joe will join My Little Pony, Monopoly, Mr. Potatohead, Clue, Battleship, Hungry Hungry Hippos, Trivial Pursuit and Chutes/Snakes & Ladders for “an interactive, immersive and innovative entertainment experiences in a high-energy, gamified environment with multiple activity zones.”
With an upcoming live action movie and entertainment zones, it is clear that Hasbro is planning for a revival of the brand.
“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,” Hasbro Consumer Products Senior Vice President and General Manager Casey Collins said in a statement. “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.”