Kilburn Live has entered into a licensing agreement with Hasbro to create, build and operate the Hasbro-themed centres.

The indoor family entertainment facilities will take iconic Hasbro brands and create interactive, immersive and innovative entertainment experiences in a high-energy, gamified environment with multiple activity zones.

Kilburn Live, in partnership with Fort Worth-based private investment company Goff Capital, a substantial shareholder of Kilburn Live, hired Charlie Keegan, former CEO of Main Event Entertainment, to head the new division that will lead the development of the multiple location rollout across North America.

John Goff, of Goff Capital, commented: “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.”

Kilburn Media CEO Mark Manuel commented: “This new concept and collaboration marks our initial step into a wider partnership with Hasbro, a world leading branded play and entertainment company, with one of the best lineup of brands we have come across. 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.”

Casey Collins, SVP & GM Hasbro Consumer Products, added: “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.”