Safe Harbor Development, in collaboration with Kingsmen Xperience and under license from games, IP, and toy company Hasbro, has announced The Play District: Powered by Hasbro, a new immersive entertainment destination planned for the Smoky Mountains. Designed as a multi-attraction family experience, the project will bring several of Hasbro\u2019s well-known brands into a dedicated physical entertainment environment.<\/p>\n
Scheduled to open in summer 2027, the destination will feature three themed attraction zones built around interactive and family-focused experiences.<\/p>\n
One of the headline attractions will be NERF Action Xperience, an activity-led zone where visitors can take part in skill-based challenges, arcade experiences, laser tag, themed rides, and additional interactive elements inspired by the NERF universe.<\/p>\n
The second area, Peppa Pig Playtime, will recreate settings inspired by the popular preschool series, allowing families to engage in play-driven experiences based around Peppa\u2019s world and familiar environments from the show.<\/p>\n
The third destination, Planet Playskool, is being developed as an interactive space encouraging creativity and exploration. The attraction will feature experiences inspired by brands including Play-Doh, Transformers, PJ Masks, Mouse Trap, and other Hasbro properties.<\/p>\n
Darby Campbell, Founder and Chairman, Safe Harbor Development said, “At Safe Harbor Development, we’ve always believed the best experiences are measured by how people feel when they leave. The Play District: Powered by Hasbro is more than an entertainment venue \u2013 it’s a reimagined family destination designed to create happy places and smiling faces. By combining iconic brands with immersive, interactive attractions, we’re creating a place where families can connect, spark their imaginations and make lasting memories together. If families leave smiling and feeling closer than when they arrived, then we’ve done our job.”<\/p>\n
Located within one of the Southeast\u2019s rapidly expanding tourism markets, The Play District is expected to complement existing attractions in the region while introducing a year-round indoor entertainment offering. The project represents an initial investment of $50 million in the Pigeon Forge community and is being developed by Safe Harbor Development through its affiliate, Indoor Entertainment, which will operate the venue.<\/p>\n
Matt Proulx, Senior Vice President, Global Experiences, Partnerships and Music, Hasbro said, “This collaboration between Safe Harbor Development, Kingsmen Xperience, and Hasbro allows us to extend our brands beyond the toy aisle and into real-world experiences. The Play District will give families the opportunity to step into the worlds they already love to create unforgettable memories.”<\/p>\n
Beyond themed attractions, the approximately 50,000-square-foot venue will include dedicated areas for birthday celebrations, school and camp visits, group events, and team-building experiences. Visitors will also have access to food and beverage offerings along with on-site retail featuring exclusive merchandise.<\/p>\n
Corey Redmond, Senior Executive Vice President, Kingsmen Xperience, said, “Darby Campbell and Safe Harbor Development are renowned for their expertise and success in property development and providing exceptional guest experiences. Our partnership with them, along with Kingmen Xperience’s design and project management expertise, will realize our long-awaited plan to bring world-class Hasbro attractions and iconic brands to Pigeon Forge.”<\/p>\n
Construction on the destination is currently underway, with additional details regarding ticketing, opening schedules, and further experiences expected to be announced in the coming months.<\/p>\n
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