Attractions industry news

07 Nov 2019

Hasbro and Selladoor kick off collaboration with Monopoly immersive experience

A Monopoly live experience is to open in London next year, kicking off a new partnership between brand holder Hasbro and theatre producer Selladoor Worldwide.

Based on the popular board game of the same name, the immersive attraction will see teams complete challenges to move along the board and buy property. At this stage, however, the location of the Monopoly experience has not yet been announced.

According to the two companies, this is just the start of their plans together. They intend rolling out a number of consumer experiences based on the Hasbro brand portfolio, which also includes My Little Pony, Play-Doh and Transformers.

According to Selladoor Worldwide CEO David Hutchinson, work has been taking place for more than a year on developing the concept.

"Trends in our sector are moving in a very exciting direction, with demand from a new generation of theatre goers looking to experience live theatre differently, and to be immersed in the world of the narrative in a different way," Hutchinson said.

"We look forward to launching Monopoly in London in 2020, with our eyes set on other key international markets where we are keen to roll the experience out."

Selladoor said the partnership fits with its new focus on the immersive theatre space and live theatrical experiences, with recently appointed head of development Julia Posen bringing her expertise to bear to "ensure the commercial success of the partnership". Posen previously ran licensing for Walker Books and BBC Worldwide Children's.

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