Hasbro is getting into the theme park business with plans for a Hasbro-themed indoor water park and family resort to be built under a licensing agreement with Imagine Resorts and Hotels, the companies announced. Imagine will co-conceptualize, create, build, and operate the resort, which will include themed hotel rooms, an indoor water park, themed entertainment and food and beverage offerings, all tied to Hasbro brands.
The Hasbro brands involved include game brands Magic: The Gathering, Monopoly, and Candy Land; and toy brands My Little Pony, Nerf, Mr. Potato Head, Hungry Hungry Hippos, and others.
Imagine Resorts and Hotels, based in Madison, Wisconsin, was co-founded by Bruce Neviaser, co-founder and chairman of Great Lakes Companies, which launched and ran Great Wolf Resorts, the largest owner, operator, and developer of indoor waterpark resorts.
“Hasbro is the ideal partner for our new endeavor,” Neviaser said. “Its family-friendly, globally-relevant brands provide us with an amazing palette to work with as we create the ultimate vacation resort for families and fans.”
“We are thrilled to work with Imagine’s deeply experienced leadership to bring Hasbro brands to life in exciting new ways,” Hasbro SVP Consumer Products Casey Collins said. “Our goal is to bring engaging brand experiences to audiences everywhere and we are confident that Imagine’s new resort and water park will provide families with a memorable, one of a kind experience.”
This is the second hospitality licensing deal Hasbro has announced in the past month; the company announced a licensed chain of “family entertainment centers” a few weeks back