SECRET LOCATION AND HASBRO BRING TO LIFE THE MAGIC OF LITE-BRITE WITH LITE-BRITE: WORLDS OF WONDER, A NEW IMMERSIVE EXPERIENCE
Los Angeles (October 8, 2024) – Secret Location, a Toronto-based Emmy® award-winning content studio, has joined forces with Hasbro, Inc. (NASDAQ: HAS), a leading toy and game company, to launch LITE-BRITE: Worlds of Wonder, an immersive 60-minute experience designed to inspire creativity and fun for all ages. LITE-BRITE: Worlds of Wonder will open its doors on November 7th at Santa Monica Place, just steps from the ocean in Downtown Santa Monica. Tickets are available starting today through Fever, the leading entertainment discovery platform.
The LITE-BRITE: Worlds of Wonder experience, licensed, created, and developed by Secret Location, reimagines the iconic Hasbro toy with new interactive components. Visitors will be immersed in glowing, life-sized pictures through eleven interactive rooms across three themed worlds, all filled with thousands of interactive lights. Guests can control larger-than-life games using their bodies, making for a truly gamified experience.
“We love to see the evolution and success of LITE-BRITE: Worlds of Wonder, which started as a 60-minute immersive show with gamification all in one room and has now expanded into a larger footprint at Santa Monica Place, featuring 11 interactive rooms, 360° immersive theater and game zone," says Matt Proulx, Senior Vice President of Experiences, Partnerships, and Music at Hasbro. "This transformation showcases the power of this 50-year-old brand that has sparked creativity, ignited imagination, and inspired countless works of art.”
LITE-BRITE: Worlds of Wonder embraces the endless possibilities of imagination, encouraging guests to dive into interactive artworks, explore sensory play stations, and play in a game zone. Relive your childhood dreams in a 360-degree immersive theater where you’ll travel underwater, go back in time, and venture into outer space. The immersive experience stays true to the original toy; the visuals are entirely driven by the distinctive hexagonal peg pattern and uses only shades of colors from the six original pegs: orange, pink, green, blue, yellow, and clear.
Ryan Andal, President and CEO of Secret Location, said: “As we bring this immersive adventure to its fourth city, we've reimagined how guests can engage with the beloved LITE-BRITE brand in ways that have never been done before. This show pushes boundaries, introducing new ways to immerse visitors in the vibrant and creative world of LITE-BRITE: Worlds of Wonder. We're more excited than ever to continue this journey, lighting up new cities and expanding the magic of this iconic experience.”
LITE-BRITE: Worlds of Wonder will be open from November 7th. Tickets are officially on sale and can be found here.
For additional information about the forthcoming experience LITE-BRITE: Worlds of Wonder including ticket prices and hours, guests can visit www.litebriteimmersive.secretlocation.com/los-angeles/
Hasbro is a leading toy and game company whose mission is to entertain and connect generations of fans through the wonder of storytelling and exhilaration of play. Hasbro delivers play experiences for fans of all ages around the world, through toys, games, licensed consumer products, digital games and services, location-based entertainment, film, TV, and more. With a portfolio of over 1,800 iconic brands including MAGIC: THE GATHERING, DUNGEONS & DRAGONS, Hasbro Gaming, NERF, TRANSFORMERS, PLAY-DOH and PEPPA PIG, as well as premier partner brands, Hasbro brings fans together wherever they are, from tabletop to screen.
Hasbro is guided by our Purpose to create joy and community for all people around the world, onegame, one toy, one story at a time. For more than a decade, Hasbro has been consistentlyrecognized for its corporate citizenship, including being named one of the 100 Best CorporateCitizens by 3BL Media, one of the World’s Most Ethical Companies by Ethisphere Institute and oneof the 50 Most Community-Minded Companies in the U.S. by the Civic 50. For more information, visithttps://corporate.hasbro.comor @Hasbro on LinkedIn.
Secret Location creates unforgettable experiences that take you to unexpected places. Through the magic of cutting-edge immersive technologies, like Virtual Reality (VR) and Augmented Reality (AR), their work allows people to cross the threshold from reality into fantasy to engage in an experience that feels otherworldly. Secret Location produces, licenses, and distributes immersive attractions to venues around the world including, location-based entertainment centers, touring operators, and theme parks. Once a wholly owned subsidiary of Entertainment One/Hasbro, Secret Location is now once again an independently owned Canadian business working on the bleeding-edge of entertainment. Collectively the team at Secret Location have been nominated for and won hundreds of awards including the first Primetime Emmy® Award for a Virtual Reality project, a dozen Canadian Screen Awards, Cannes Lions, Webbys, and even a Peabody Award for their work in immersive and interactive entertainment.
Located steps away from the Pacific Ocean and iconic Santa Monica Pier, Santa Monica Place is a unique, outdoor shopping destination, home to Nordstrom, Louis Vuitton, Rolex, Tiffany & Co., Nike, and a collection of specialty shops, digitally native brands and inspired dining concepts.
For more information, visit SantaMonicaPlace.com or interact with us via Facebook or Instagram. Access our Concierge services anytime via text: (310) 499-2928.
About Fever
Fever is the leading global live-entertainment discovery platform which has helped millions of people discover the best experiences in their cities since 2014. With a mission to democratize access to culture and entertainment in real life through its platform, Fever inspires users to enjoy unique local experiences and events, from immersive exhibitions, interactive theatrical experiences, and festivals to molecular cocktail pop-ups, while empowering creators with data and technology to create and expand experiences across the world.