Hasbro is partnering with Malaysia-based real estate company Meridian Berhad to launch a themed water park. The 20-acre attraction will feature brands like NERF, Monopoly and My Little Pony (pictured), and will be part of the Melaka Tourism City project in Melaka, Malaysia.
This water park is the most recent in Hasbro’s ongoing efforts to expand its live experiences. Last year, the toyco partnered with Imagine Resorts and Hotels to launch a themed indoor water park and family resort. Set to open in 2022, the resort will feature themed hotel rooms and entertainment, as well as an indoor water park and experiences inspired by NERF, Monopoly, Mr. Potato Head, Hungry Hungry Hippos, Candy Land and My Little Pony.
Additionally, Hasbro announced the first NERF-dedicated family play space will open in Singapore at the Marina Square Shopping Mall this fall/winter. NERF Action Xperience will occupy 18,000 square feet of the mall’s ground floor and offer multiple activity zones.
As the toymaker continues to grow its location-based brand extensions, Hasbro recently tapped Jamie Gutfreund for the newly created role of chief consumer experience officer.