Hasbro has partnered with Vibrant Marketing’s location-based entertainment division Vibrant Studios to produce a new Dungeons & Dragons experience for kids and families.
The gates to Dungeons & Dragons: The Immersive Quest will open on December 18 at the GYGO Entertainment Complex in Toronto. Running for four months, this roughly 15,000-square-foot experience lets guests choose a player class (druid, fighter, wizard or rogue) before they set out together on a journey to recover a powerful relic from the clutches of an evil dragon.
Vibrant has developed the 60-minute experience with immersive elements including cinematic videos, multimedia interactive stations, scenic rooms and a thrilling soundtrack to make players feel like powerful heroes as they explore dungeons and face off against mighty creatures from across D&D’s bestiary. They’ll also be able to unwind and celebrate the end of their quest at the adjacent Waterdeep Market, which features a tavern serving up themed food and beverages and a dedicated boutique selling D&D merchandise.
Vibrant launched its location-based entertainment (LBE) arm in May, and Dungeons & Dragons: The Immersive Quest is its first major project. Company founder and president Eric Brouillet says Vibrant invested US$17 million to create the new division, which is initially focusing on producing experiences in Toronto and Montreal before it expands to other locations across North America. Vibrant’s current client list includes Hasbro, BMW, Best Buy, Subway and National Bank.