Hasbro: “The Play District” announced for Pigeon Forge
Safe Harbor Development, in partnership with Kingsmen Xperience, Inc. and under license from Hasbro, has unveiled plans for The Play District: Powered by Hasbro, an immersive multi-attraction family entertainment destination set to open in summer 2027 in Pigeon Forge, Tennessee.
Featuring iconic Hasbro brands
The venue will feature iconic Hasbro brands including NERF, PEPPA PIG, PLAY-DOH, TRANSFORMERS, PJ MASKS, and MOUSE TRAP, offering three main themed areas. These include NERF Action Xperience, an interactive arena with obstacle courses, arcade games, laser tag, and a NERF ride; PEPPA PIG Playtime, inspired by locations from the preschool series; and Planet Playskool, a sensory-rich play space featuring brands such as PLAY-DOH, TRANSFORMERS, PJ MASKS, and others.
50,000-square-foot attraction
The approximately 50,000-square-foot attraction will also include spaces for birthday parties, group events, school outings, and team-building activities, as well as food and beverage offerings and retail with exclusive products. Located at 2046 Parkway, it is positioned as a year-round indoor entertainment destination in a major tourism corridor, with an initial $50 million investment.
Executives from Safe Harbor Development, Hasbro, and Kingsmen Xperience emphasized the project’s focus on immersive brand experiences designed to allow families to engage with beloved IPs in real-world settings and create shared memories. Construction is already underway, with further details on opening, ticketing, and events to follow.