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Hasbro’s Gameroom at American Dream Mall: A New Family Fun Destination

Hasbro's New Gameroom

Hasbro’s new Gameroom at American Dream Mall in New Jersey offers fun for the whole family. Enjoy arcade games, themed dining, and attractions like G.I. Joe Laser Tag and the Candy Land Shake Bar.

Key Takeaways
  • The Gameroom offers a mix of arcade games, themed attractions, and dining experiences.
  • Activities for kids and adults with beloved brands like G.I. Joe, Candy Land, and Transformers.
  • Hasbro aims to boost brand engagement and create new revenue through in-person entertainment.

The Gameroom at American Dream

The American Dream mega mall in East Rutherford now features The Gameroom Powered by Hasbro, a 41,500-square-foot entertainment space opened on Wednesday.

This venue offers arcade games, fun attractions, shopping, and full-service dining, all themed around popular Hasbro brands.

We are thrilled to bring iconic Hasbro brands to life through this interactive, family-friendly facility at American Dream,” said Bryan Gaus, Senior Vice President and General Manager of American Dream.

This is a must-visit spot, thrilling guests of all ages with an unforgettable experience where nostalgia meets joy.”

Attractions and Pricing at The Gameroom

The Gameroom includes attractions like the G.I. Joe Battle Station, where up to 28 players can compete in a chemical plant setting. This is very close to becoming one of the most fun things to do in New Jersey.

You can also test your skills on nine games themed with Transformers, Candy Land, Battleship, Monopoly, Trivial Pursuit, and more. There’s also a variety of classic arcade games to enjoy.

Pricing uses play coins: $10 for 40 coins, $20 for 85 coins, and $100 for 850 coins. G.I. Joe Laser Tag costs $15 or 60 coins for 12 minutes, and nine Roller games cost $12.

Fun Food and Drink Options at The Gameroom

The food and drink options are just as fun. The Candy Land Shake Bar offers colorful, Instagram-worthy shakes inspired by the Candy Land game.

Gameroom Eats features a range of appetizers, main dishes, and desserts in a restaurant inspired by Hasbro games. Adults can relax with craft cocktails at the Game Bar.

Matt Proulx, Senior Vice President of Global Experiences, Partnerships and Music at Hasbro, highlighted the venue’s family-friendly design.

At the end of the day, we’re in the business of play, and we aim to provide gaming experiences that are fun to play, fun to watch, and fun to share for our multi-generational fans,” he said.

Hasbro Expands with New In-Person Entertainment Venues

The Gameroom at American Dream is part of Hasbro’s larger strategy to expand its market with in-person entertainment venues. Alongside The Gameroom, Hasbro has opened Planet Playskool at Westfield Garden State Plaza in Paramus.

This play space for kids features brands like Play-Doh and Transformers. A Nerf Action Xperience will soon open for kids and adults to enjoy Nerf Blaster battles.

Northern New Jersey is perfect for these launches, as it has a large population and many families.

You have the right type of audience that we’re trying to reach in terms of the family dynamic,” Proulx said.

Lots of families with children, and multigenerational families – grandparents and parents who’ve grown up with our brands.

Positive Response Fuels Hasbro’s Expansion Plans

The response to these new venues has been very positive. “Early reads are people are really happy with it,” Proulx said, especially the success of Planet Playskool. Hasbro plans to expand its in-person entertainment offerings, using its well-loved brands to create fun, interactive experiences.

Hasbro CEO Chris Cocks mentioned in a recent earnings call that Hasbro’s in-person entertainment properties drew over 55 million visitors globally last year.

He expects these numbers to grow as new attractions open because of large investments from partners.

Hasbro aims to create amazing family entertainment and strengthen the bond between its iconic brands and fans of all ages.