Planet Playskool Paramus NJ

Hasbro Launches Planet Playskool LBE in Paramus, New Jersey

I love when a brand takes a leap of faith and does something new that not only benefits the brand, but creates even more of an emotional connection with its consumers. On June 13, 2024, Hasbro did just that with their Playskool brand. Kingsmen Xperience, under licensed by Hasbro, and in conjunction with strategic partner, Bright Play, launched the first-of-its-kind Planet Playskool family entertainment center, located at Westfield Garden State Plaza in Paramus, NJ.

The first time guests had an opportunity to explore the larger-than-life play center in its entirety was during its grand opening celebration. Paramus mayor Chris DiPiazza was on hand, along with the folks from Bright Play, Kingsmen Xperience and Westfield Garden State Plaza.

What IS Planet Playskool?

Planet Playskool is licensed location-based entertainment (LBE) at its best. It’s being billed as an “exhilarating, first-of-its-kind play center redefining family entertainment.” It’s a place where kids ages 3-9 (and their adults, too) can create, play and explore an indoor STEAM-based play experience filled with larger-than-life attractions inspired by everyone’s favorite Hasbro brands, including Play-Doh, PJ Masks, Mouse Trap, Spirograph, Tinkertoy and Transformers.

Planet Playskool brings these nostalgic toys and games to life in innovative ways that inspire today’s kids. Some of the interactive activity areas within the 20,000-square-foot venue include the Mouse Trap Cheese Run, where kids can climb, crawl and slide through a real-life interpretation of the classic game, the Play-Doh Imagination Station, which includes a multi-sensory Play-Doh play area and a theater that brings kids’ creations to life, and the Transformers Autobot Ark, where kids can use their problem-solving skills to save the universe. There’s also PJ Masks Hero City, Tinkertoy Town and Spirograph Art Studio.

Taking the brand experience to the next level

What gets me most excited about location-based entertainment as a brand licensing touch point is the fact that it gets kids and their families out of the house and keeps them active while stimulating them with branded experiences. When the branded experience is linked with a learning experience that encourages creativity and exercises problem-solving and critical thinking skills, consumers interact with the brand at a much higher level than if they were simply playing with the toys and games at home.


  • For those of you who have little ones and have had a chance to visit Planet Playskool, what was the experience was like for you?
  • What was your favorite branded activity and why?
  • Did the experience enhance your interest in or change your perception of the Playskool brands? If so, in what way?

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