The Play District: Powered by Hasbro is in the works for Pigeon Forge. The new experience destination is set to redevelop the former Smoky Mountain Opry property on the Parkway. Safe Harbor Development is leading the project in partnership with Kingsmen Xperience through a licensing agreement with Hasbro.
New attractions come from a variety of Hasbro properties, including Transfomers, Peppa Pig, Play-Dough, NERF, and more. The large indoor entertainment center scheduled to open in summer 2027.
Hasbro said in a statement about the prokect, “The Play District represents a new way for families to experience Hasbro brands beyond toys.”
Three Attractions Will Anchor the Hasbro Play District
The Hasbro Play District in Pigeon Forge will cover approximately 50,000 square feet. Plans call for three separate attractions based on popular Hasbro brands. The venue will also include space for birthday parties, school groups, camps, and other organized events.
One attraction, Peppa Pig Playtime, will feature interactive play areas inspired by locations from the animated television series for preschoolers. The experience is designed for younger children and their families.
Another attraction, Planet Playskool, will feature hands-on experiences based on several Hasbro brands. According to the developers, the attraction will include Transformers, Play-Doh, PJ Masks, My Little Pony, and Mouse Trap. The experience is designed to encourage sensory play through interactive activities.
The Play District’s Three Attractions – The Play District PF
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The third attraction will be NERF Action Xperience. Plans include obstacle courses, laser tag, arcade games, and what the developers describe as the first NERF-themed dark ride.
Former Theater Property Receives a New Purpose
The Hasbro Play District will replace earlier redevelopment plans for the former Smoky Mountain Opry property.
Previous proposals included standalone Crayola Experience and NERF attractions announced in 2024. Those projects never opened. The current plan instead combines several Hasbro brands into one indoor entertainment destination, however, without Crayola.
Peppa Pig – YouTube, KQED AMERICA
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The Smoky Mountain Opry opened in 1997 and operated for more than 20 years before closing during the COVID-19 pandemic. Since then, developers have announced several concepts for the property.
Project Expands Hasbro’s Entertainment Footprint
The Hasbro Play District in Pigeon Forge reflects the company’s continued expansion into location-based entertainment.
Hasbro has licensed several of its brands for attractions in recent years. The new project brings together experiences for multiple age groups under one roof.
PJ Masks Title Screen – YouTube, PJ Masks HQ
Kingsmen Xperience develops branded entertainment attractions around the world. Safe Harbor Development has also participated in several tourism projects throughout the Smoky Mountains region.
The location also highlights the growth of the Pigeon Forge area as a vacation destination for families.
Opening Planned for Summer 2027
Developers expect the Hasbro Play District in Pigeon Forge to open during the summer of 2027. The companies have not announced a specific opening date or ticket prices.
Developers said they will release additional information as construction continues.
What do you think of the upcoming Hasbro Play District in Pigeon Forge? Let us know your thoughts in the comments below.
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