Hasbro’s The Play District hopes to unbox a new way to play beyond toys

The Play District will feature three major attractions: NERF Action Xperience, Planet Playskool and Peppa Pig Playtime. The project continues Hasbro’s expansion into location-based entertainment, bringing some of its most recognizable brands into physical attractions and play spaces.

The Play District replaces earlier plans for separate Crayola Experience and NERF Action Xperience attractions that were announced for the same site in 2024. While NERF remains part of the project, Crayola is no longer included in the latest plans.

Three Hasbro worlds in one destination

According to The Play District, guests will be able to explore three distinct themed areas when the attraction opens.

NERF Action Xperience will feature obstacle courses, laser tag, arcade games and a first-of-its-kind NERF ride aimed at both children and adults. Planet Playskool will offer a sensory-rich interactive environment inspired by brands including Play-Doh, Transformers, PJ Masks and Mouse Trap.

Meanwhile, Peppa Pig Playtime will recreate locations from the preschool series, including experiences inspired by Peppa’s iconic house on the hill. There are Peppa Pig World of Play centers in multiple locations around the country that offer similar experiences, which are much simpler than the Peppa Pig Theme Park locations.

“The Play District represents a new way for families to experience Hasbro brands beyond toys,” Hasbro said in an announcement.

Popular brands included

• NERF — Known for foam dart blasters and competitive action games.
• Peppa Pig — The popular preschool franchise centered on Peppa and her family.
• Play-Doh — Hasbro’s creativity-focused modeling compound brand.
• Transformers — The long-running franchise featuring robots that transform into vehicles and other objects.
• PJ Masks — The animated children’s series following three young nighttime superheroes.
• Mouse Trap — The classic board game known for its elaborate chain-reaction contraption.

A new addition to Pigeon Forge

The Play District adds another major family attraction to the growing tourism corridor in Pigeon Forge. The destination is being promoted as a single venue where guests can experience multiple Hasbro brands through immersive play, interactive challenges and themed environments.

The project will occupy the former Smoky Mountain Opry site. Kingsmen Xperience and Safe Harbor Development in partnership with Hasbro are developing it. Additional attraction details, ticket information and opening-day plans are expected to be announced as the summer 2027 debut approaches.