The Game Room Powered by Hasbro next-gen arcade center opening in 2022

by Susan and Simon Veness

The Game Room Powered by Hasbro is opening at the American Dream family entertainment and retail complex in East Rutherford, N.J., adding another venue to the center’s existing lineup of Hasbro-branded experiences.

The Game Room Powered By Hasbro logo

Kilburn Live experiential event creators and Hasbro toy company announced their affiliation with American Dream indoor entertainment complex, with the goal of opening The Game Room, a “one of a kind, reimagined arcade platform.”

The new venue will feature highly-curated midway games, interactive attractions such as Skee Golf, and a selection of food and beverage outlets.

Kilburn Live specializes in creating large, intellectual property-based events and shows, larger-than-life experiences, and dynamic play activations geared toward guests of all ages.

Mark Manuel, CEO of Kilburn Live, said, “Our goal with The Game Room was to go big in scale and with innovation. The combination of offerings that The Game Room has, I think truly defines the next evolution in family entertainment centers. We are excited to see our big and innovative ideas come to life on the world class stage of American Dream, for guests of all ages to enjoy.”

The Game Room’s CEO, Charlie Keegan, added, “We want to bring people together to play, but in a manner you aren’t seeing in today’s marketplace. With the much-loved content from Hasbro and the magnitude of a venue like American Dream, we have a unique opportunity here to bring rich, engaging, interactive experiences to life, and in the process, re-imagine the destination entertainment concept.”

American Dream already boasts experiences based on iconic Hasbro games, including Monopoly, GI Joe, My Little Pony, Hungry Hungry Hippos, Clue, Connect Four, and Candyland.

American Dream family entertainment center

Matt Proulx, Vice President of locations based entertainment at Hasbro, weighed in, saying, “The Game Room powered by Hasbro is designed to be the next evolution of modern social entertainment. Anchored with Hasbro’s iconic, multi-generational brands, we are focused on providing an immersive entertainment experience that engages everyone and encourages families and guests of all ages to come together to play, compete, and socialize.”

Large-scale attractions, such as the Nickelodeon Universe indoor theme park, DreamWorks water park, and Legoland Discovery Center, also make their home at American Dream.

“American Dream exemplifies big ideas and innovation in the world of entertainment and retail,” said Don Ghermezian, CEO of American Dream. “This is why American Dream is the ideal location for Kilburn Live and Hasbro’s newest concept, which will set the standard for family entertainment centers, and we could not be more excited to have The Game Room come to American Dream.”

Watch for more information about the 2022 opening on AmericanDream.com.


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