SINGAPORE (June 10): Kingsmen Creatives says its US-based subsidiary, Kingsmen Xperience, has entered into a licensing agreement with Hasbro International, a subsidiary of Nasdaq-listed Hasbro Inc, to create, build and operate a new edutainment concept incorporating a suite of Hasbro brands into family entertainment centre attractions across Asia Pacific.
Some of the Hasbro’s brands to be included are Play-Doh, Lite-Brite and Tinkertoy.
According to the agreement, Kingsmen will co-conceptualise, create, build and operate multiple family entertainment centre attractions across Asia Pacific with the first location to open by 2021.
Each standalone indoor entertainment facility will adopt multiple iconic Hasbro brands and their related content, to create an interactive and immersive edutainment experience. The story-driven entertainment environment will allow children to learn through creative and imaginative play.
Andrew Cheng, group CEO of Kingsmen, says, “We aim, through our relationship, to create unique environments that have universal appeal, unlock brand new and exciting ways to play and engage audiences around the world. We are excited about the opportunity to take another step forward in our evolution to be a creator of experiences, creating and building immersive content in multiple forms and formats.”
Casey Collins, SVP & GM consumer products of Hasbro, says, “Combining education and entertainment demonstrates the power and diversity of Hasbro’s brands to deliver all aspects and forms of play to consumers. The family entertainment centres will be designed to engage and excite Hasbro fans of all ages and provide new ways for people to interact with the iconic brands they love.”
Shares in Kingsmen closed 1.96% higher at 52 cents on Monday.
