Following the success of 2025’s Jem and the Holograms Reimagined, the latest album – Music is Magic – sees five fan-favourite songs reimagined for a new generation. The album boasts original Jem vocalist Britta Phillips and was produced by a female-led creative team.

Elsewhere, Peppa Pig’s One Pig Happy Family album features seven new tracks, including two from the Peppa Pig Choir, which has been put together to celebrate ‘friendship, fun, and imagination through authentic children’s voices’.

In addition, for My Little Pony, DJ Pon-3 returns with a new Pinkie Pie single and EP that brings ‘a fresh, pop-forward energy to classic tracks’.

“Music has become an increasingly important part of how we bring Hasbro’s brands to life for fans,” said Matt Proulx, SVP, Global Experiences, Partnerships & Music at Hasbro.

“Whether it’s through streaming platforms, live experiences, music videos, or social content, we’re expanding the ways audiences can engage with the characters and stories they love.”

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We had this vision for Monopoly Steakhouse around eight years ago centred around what Monopoly symbolizes as a brand. I see it as attainable opulence, right? The rags to riches story – it’s about being able to live in Park Place! So as we started to conceptualize that, we thought about high-end places – and typically a good steakhouse is somewhere you’d go for a nice, expensive meal. It fits the brand equity that Monopoly serves. But also, to your point, it allowed us to create a surprise and delight moment because it is a little unexpected.

And we’ve ended up with a phenomenal partner in Timeless Brands. They saw the vision. If I showed you initial design pictures to what opened, it’s almost identical. The launch has been great and our goal is to be able to take it to London, New York, Vegas and other parts of the world because it works really well.

Exciting. And on the point about how long it takes to launch these types of experiences, how do you mitigate for the evolutions a brand might go through in the eight years it may take to develop a restaurant or theme park attraction?
Our corporate strategy is playing to win – and while it’s a new strategy, play has always been at the center of every single thing that we do. So yes, while brand priorities might change, at the heart of it all is still play, which helps when it comes to crafting these experiences that often take some time.

For example, if you think about Transformers, it’s always going to be good versus evil. That’s a core part of the brand lore. The movies and television series might change, but the core play pattern of Transformers isn’t going to change. Look at D&D. For a long time, it was embedded in ‘geek culture’ and now it’s become cool. That means we can capitalize on the trend and grow it out – but the core heart of D&D hasn’t changed. It’s the same as it’s always been.

What are you excited about that’s still to come?
I’m really excited about our project with SEVEN in Saudi – our Transformers and Play-Doh projects. They’re coming soon and people are going to be wowed by what they’ll see. It takes these brands to a whole new level in an unexpected way.

What will those experiences entail?
Both are large indoor Family Entertainment Centres – Transformers is more ride-based, while Play-Doh is a little more creative and experiential. We also have some great projects in China and Latin American that are going to really wow people. And we have something I’m really excited about that’s coming to the US – we haven’t announced it yet, but when we do you’ll think: ‘That’s a no-brainer, why didn’t they do that sooner?’

Play-Doh feels quite intangible as a brand – it stands for creativity, colour and tactility, but isn’t narrative-driven or character-driven. How have you approached bringing that IP to life in experiences?
Play-Doh is a little bit more open-ended because it’sessentially a can of imagination. You can create whatever you want. When it comes to experiences, a lot centers on Play-Doh being tactile and multi-sensory – like the smell of Play-Doh, right? And it’s a lot of fun because you have the ability to sculpt whatever you want it to be – pun very much intended!

But then you get to the practicalities… If everyone’s touching dough, there’s health and hygiene considerations. You also have to think about disposal of Play-Doh. So yes, creatively it’s open-ended, but operationally, there’s also a lot of things to work through. For us, it’s about how we capture the core essence of Play-Doh in a way that delights and surprises guests, expands the play pattern and stays true to what the brand stands for.

Before we wrap up, is there a Hasbro brand you feel is untapped when it comes to experiences?
I’d say Jem and the Holograms. It’s a phenomenal property that has been underutilised. Is it going to suit a big theme park? Maybe. Maybe not. But Jem is an artist, and what comes with that is touring, residency shows and all these other theatrical pieces. When I think about what the brand lends itself to – especially due to its ties with music – I get really excited.

Great pick. We’ll keep an eye out for more Jem moving forward. Thanks again Matt.

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The Candy Land Café pop-up will run for a limited time from July 9th and will boast immersive sets, interactive moments and a themed menu – including items like rainbow burgers, chocolate BBQ sliders and a shareable Chocolate River fondue experience.

“Bucket Listers is thrilled to work with Hasbro to bring Candy Land to life in a way fans have never experienced before,” said Derek Berry, President of Experiences at Bucket Listers.

“This is more than a café – it’s a full journey through one of the most popular games of all time. San Diego was the perfect place for it to make its debut this summer.”

Matt Proulx, SVP of Global Experiences, Partnerships and Music at Hasbro, added: “At Hasbro, we’re always looking for new ways to bring our brands to life beyond the game board. Candy Land Café transforms a timeless favourite into a multi-sensory experience, inviting fans to explore, engage, and play in a way that feels immersive, joyful, and entirely new, while staying true to the magic of the original game.”

Tickets for the restaurant will be available exclusively through Bucket Listers. Follow San Diego Bucket List for more details.

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Located in Plaza Áuriga within the city of San Pedro Garza García, the restaurant fuses ‘the elegance of a classic steakhouse with the creativity, humour and distinctive and luxurious aesthetic of the Monopoly universe’.

“Monopoly Steakhouse is not just a restaurant; it’s an experience where luxury and nostalgia meet,” said Adrián J. Romero, CEO of Timeless Brands.

“We aim to reinterpret the classic steakhouse with a contemporary approach – focused on excellence in food, mixology, and service – within an atmosphere that celebrates the legacy of the world’s most famous board game.”

Matt Proulx, Senior Vice President of Global Experiences, Partnerships, and Music at Hasbro, added: “Monopoly is one of the most recognisable and celebrated brands in the world, and Monopoly Steakhouse is a great example of how we’re expanding the experience beyond the board.

“Together with Timeless Brands, we’ve created something that feels both unexpected and instantly familiar – a destination where fans can step into the world of Monopoly, enjoy an exceptional meal, and make lasting memories.”

The restaurant also boasts a signature bar, live music and a retail boutique offering bespoke Monopoly merchandise.

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Scheduled to open in Q4 2026, the attraction promises ‘immersive design, cutting-edge technology and thematic environments.’

“Transformers has always been about epic worlds, bold storytelling and bringing fans into the action,” said Matt Proulx, SVP of Global Experiences, Partnerships and Music at Hasbro.

“What excites us about this collaboration with Dream Cars Automóveis e Eventos is the opportunity to bring that energy to life through a fixed attraction in Brazil, creating an immersive destination where fans and families can connect with the Transformers universe in a whole new way.”

Gustavo Mandelli and Eduardo Sonda of Dream Cars Automóveis e Eventos added: “Hosting the first fixed Transformers attraction in Brazil is a dream come true. This project reflects our dedication to delivering world-class experiences and positions Gramado as a must-visit destination for Transformers fans and families.”

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Set to open in early 2026 in Plaza Áuriga, within the city of San Pedro Garza García, the restaurant will offer a high-end culinary experience that fuses ‘the elegance of a classic steakhouse with the creativity, humour and luxurious aesthetic of the Monopoly universe’.

“Monopoly Steakhouse is not just a restaurant; it’s an experience where luxury and nostalgia meet,” said Adrián J. Romero, CEO of Timeless Brands.

“We aim to reinterpret the classic steakhouse with a contemporary approach – focused on excellence in food, mixology, and service – within an atmosphere that celebrates the legacy of the world’s most famous board game.”

Matt Proulx, Senior Vice President of Global Experiences, Partnerships, and Music at Hasbro, added: “Monopoly is one of the most recognisable and celebrated brands in the world, and Monopoly Steakhouse is a great example of how we’re expanding the experience beyond the board.

“Together with Timeless Brands, we’ve created something that feels both unexpected and instantly familiar – a destination where fans can step into the world of Monopoly, enjoy an exceptional meal and make lasting memories. It’s imaginative, premium, and perfectly captures the spirit of play that defines Hasbro’s Global Experiences portfolio.”

The restaurant will also feature a signature bar with exclusive themed cocktails, live music and a retail boutique offering bespoke and officially licensed Monopoly merchandise.

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The show – a collaboration between Hasbro and Fierylight – features classical music and looks to introduce children ‘to the magic of a live orchestra concert’.

In Peppa Pig: My First Concert, families will see Peppa Pig, Mummy Pig, Daddy Pig, George and Evie learn about the different sounds that instruments make together. The show will also include music from the show played by a live orchestra, and little ones will be invited to join Peppa and her family to make music of their own.

“Peppa Pig has always inspired kids to explore the world with curiosity and joy, and My First Concert brings that same spirit to the stage,” said Matt Proulx, Senior Vice President of Global Experiences, Partnerships and Music at Hasbro.

“As the show tours the US, it will introduce countless children to the thrill of a live orchestra – a joyful first that families can share together.”

Learn more at www.peppapigmyfirstconcert.com.

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Fans can now book a personalised video message from Peppa Pig – brought to life using safe, child-friendly AI voice technology.

“At Hasbro, we’re focused on meeting fans where they are through experiences that feel personal, innovative and rooted in the stories they love,” said Matt Proulx, SVP, Global Experiences, Partnerships and Music at Hasbro.

“Peppa Pig has always been about celebrating the magic in everyday moments – from jumping in muddy puddles to treating every first experience as a new adventure. With Cameo Kids, we’re bringing that magic even closer to home. It’s a joyful way for kids to feel seen and connected to a character they love.”

Steven Galanis, CEO of Cameo, added: “Families across the globe have grown up with Peppa Pig, and now, thanks to Cameo’s innovative technology, they can connect with this beloved character in a whole new way – through personalised video messages that feel truly magical. Bringing Peppa Pig to Cameo Kids reflects our mission to use technology to turn entertainment into personal, memorable experiences for fans of all ages.”

For more informaton, head to cameo.com/peppapig.

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The limited-time retail experience will feature characters, products and experiences from across Hasbro’s expansive portfolio, including D&D, Furby, Littlest Pet Shop, Peppa Pig, Transformers and more.

Spanning over 3,000 square feet across two floors, Hasbro Hub London is located at Below the Lights and operated by Event Merchandising, the team behind the Transformers and Peppa Pig stores at Battersea Power Station.

“Hasbro Hub London is a celebration of play, storytelling, and fandom – right in the heart of one of the world’s most iconic cities,” said Matt Proulx, SVP, Global Experiences, Partnerships & Music at Hasbro.

“Whether you’re embarking on an epic adventure with Dungeons & Dragons, jumping in muddy puddles with Peppa Pig, or hunting for exclusive Transformers collectibles, there’s something here for every generation of fan. This is Hasbro like you’ve never experienced it before.”

Location & Hours

Hasbro Hub London
Below the Lights, Piccadilly Circus, London W1D 7ET
       • Opens Saturday, August 16th, 2025

       • Hours
       • Monday-Saturday: 10am-10pm
       • Sunday: 12-6pm

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With its legacy and universal appeal, MONOPOLY’s ability to adapt and evolve for new experiences makes it a perfect fit for this space. It takes the classic board game and brings it to life in a way that feels interactive and tangible – whether that’s playing on a giant game board, solving an escape room or enjoying themed food and drink. It allows fans to physically engage with the game, creating memories while immersing themselves in that competitive spirit we all love. MONOPOLY’s adaptability, iconic visuals and broad appeal make it an ideal fit for this space, and it’s been thrilling to see the success and enthusiasm surrounding it.

One success story has been MONOPOLY LIFESIZED. What aspects of Path Entertainment Group’s execution of that do you feel has been key to its success?
Path has done an incredible job of translating the essence of MONOPOLY into a physical, interactive environment with MONOPOLY LIFESIZED. One of the key aspects has been their ability to make the experience not just about the game but about the emotion and energy that come with it. The giant, life-sized elements – from the board to the tokens – really allow players to experience the game in a whole new way. It’s not just about rolling dice; it’s about actively participating, strategising with others and feeling like you’re part of the game. They’ve done a fantastic job of staying true to the core of what makes MONOPOLY so beloved while adding those immersive twists that elevate the experience.

“The goal is always to expand the MONOPOLY universe while keeping it fun, inclusive and true to the spirit of the game.”

MONOPOLY LIFESIZED has since opened in Riyad and the US. What steers where you bring this kind of experience to?
When it comes to expanding MONOPOLY LIFESIZED, we’re thinking about cities and markets where there’s a strong fan base and a real desire for immersive experiences. We also look at the broader cultural fit – how well MONOPOLY can integrate into a particular city’s entertainment landscape. And of course, we want to make sure it’s a sustainable, long-term experience. Ultimately, it’s about choosing the right places where we can give fans the ultimate MONOPOLY experience, bringing the game to life in a whole new way.

Recently, we opened the MONOPOLY Tea Tour Bus in London with Path Entertainment and Brigit’s Bakery. Like our existing PEPPA PIG Tea Tour Bus, the experience combines a London sightseeing bus tour with afternoon tea and a captivating digital twist on the classic London MONOPOLY board game. It’s these kinds of localised experiences that really win with fans.

What other areas of LBE do you think this brand could live in down the line? Hotels seem a neat fit!
Oh, absolutely! There’s so much potential for MONOPOLY in the Global Experiences space. Hotels are definitely something we’re exploring, along with restaurants. We’re really just scratching the surface of what’s possible, and the goal is always to expand the MONOPOLY universe while keeping it fun, inclusive and true to the spirit of the game.

On the promotions side of things, your McDonald’s promotion is going into its 20th year! Why do you feel this campaign has resonated?
The McDonald’s MONOPOLY promotion is such a legendary collaboration, and its longevity speaks to the strength of the partnership. I think its success comes down to a few key factors: First, it’s something that people of all ages can enjoy. There’s nostalgia for long-time fans, and it’s exciting for new fans too, especially with the chance to win prizes. The gamification of the promotion itself taps into the excitement of MONOPOLY, and that instant gratification – collecting game pieces or winning prizes – keeps people engaged year after year.

Has its success shaped how you approach promotions more broadly?
It’s certainly shaped how we approach other promotions, focusing on creating experiences that feel fun, accessible, and engaging for everyone – whether it’s through in-store activations or digital platforms.

Last question! What’s your go-to token when playing MONOPOLY?
Ah, good question! I’ve always been a fan of the race car. It’s sleek, fast and always moving forward – which is kind of how I see the game itself. Plus, it’s got that classic MONOPOLY vibe, and there’s something satisfying about zooming around the board on your way to victory!

Good pick! Thanks again Matt.

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