By Allison Watkinson
TLL Reporter
Hasbro has partnered with Secret Location to launch a licensed Lite-Brite: Worlds of Wonder show at the Illuminarium in Las Vegas.
Lite-Brite is a creative toy brand from Hasbro that uses translucent multi-colored pegs, a light source, black paper and a peg board so that users can create light-based art designs.
“For more than 50 years, Lite-Brite has sparked creativity, lit up imagination and inspired countless works of art,” said Hasbro SVP, Matt Proulx. “Lite-Brite: Worlds of Wonder is a perfect example of how the spirit of Lite-Brite can be translated to a new and truly immersive experience for fans of all generations.”
Created and developed by Secret Location, the Lite-Brite: World of Wonder experience includes three hour-long interactive Lite-Brite shows, 12 digital play activations, a themed retail shop, official Hasbro Lite-Brite toys for visitor use, photo opportunities and more.
The interactive Lite-Brite shows use the Illuminarium’s custom sensory design to offer three distinct cinematic worlds based on a magical ocean, a prehistoric forest and a futuristic sci-fi inspired cityscape.
“We’re excited to be the first entertainment complex to launch the Lite Brite: Worlds of Wonders experience,” said Illuminarium Experiences CEO, Alan Greenberg. “This new experience will bring back the amazing memories of play and we are excited to offer it in our state-of-the-art facilities.” Illuminariums are custom-designed and reprogrammable sensory theaters that utilize sight, sound and interactive elements to create immersive entertainment experiences.
Illuminariums are created, developed and operated by global interactive entertainment company, Illuminarium Experiences.
Illuminarium Experiences was co-founded by Alan Greenberg, RadicalMedia and the Rockwell Group, and is run by the full-service operations platform, Legends.
Additional information and tickets for the Lite-Brite: Worlds of Wonder experience can be found on the official Illuminarium: Las Vegas website.
Secret Location is an experiential entertainment company that uses both VR and AR technology to produce immersive location-based attractions and exhibitions.
The company produces, licenses, and distributes its experiential attractions to entertainment centers, touring operators, theme parks and other venues across the globe.
Previously a wholly-owned subsidiary of Hasbro’s Entertainment One division, Secret Location is now an independently-owned Canadian business once again.