Hasbro is positioning this as a triumphant expansion into 'key growth market' LATAM, with senior VP Matt Proulx framing it as bringing beloved brands 'off the shelf and into the real world in bold, immersive ways.' The messaging emphasizes fan joy and family entertainment.
But let's talk about what this really signals: Hasbro isn't just dipping a toe into LATAM—they're making a full land grab. With Monopoly experiences hitting São Paulo and Mexico, plus Transformers in Brazil, local entertainment operators should be watching their six. This is corporate IP muscle flexing on new turf.
The attraction opens 'late 2026' in Gramado, Rio Grande do Sul—Brazil's first FIXED immersive Transformers experience per the source. Hasbro already operates Peppa Pig parks in Texas and Florida, a Monopoly Steakhouse in San Pedro Garza García, Mexico, and Dreamland Powered by Hasbro launching summer 2026 in Bayfront Zhongshan, China.
Hasbro's global experiences division is no longer a side project—it's becoming a revenue engine, and LATAM just got roped in whether local entertainment venues like it or not.
Move over, Decepticons—Hasbro is bringing its own brand of domination to Brazil. A permanent Transformers attraction will open in Gramado, Rio Grande do Sul later this year, marking the toy giant's boldest push yet into the Latin American market. The experience, a partnership with local operators Dream Cars Automóveis e Eventos, represents Brazil's first fixed immersive attraction based on Hasbro IP—a significant milestone that signals the company is done playing defense in emerging entertainment markets.
The timing isn't accidental. Hasbro has been quietly building a global experiences portfolio that extends far beyond its American theme park footprint (Peppa Pig parks in Texas and Florida) into Mexico, China, and now Brazil. "LATAM is a key growth market for us," Hasbro senior vice president of global experiences, partnerships and music Matt Proulx told Variety, adding that the company aims to create "must-visit destinations that blend storytelling, play and culture." But what sounds like altruistic entertainment expansion is really calculated real estate acquisition—Hasbro is locking down prime tourism territory before competitors can blink.
The Gramado location choice speaks volumes. Gramado is a picturesque tourist destination in southern Brazil known for European-style architecture and family appeal—exactly the demographic Hasbro wants to convert. Dream Cars partners Gustavo Mandelli and Eduardo Sonda called it "a dream come true" and positioned Gramado as a future "must-visit destination for Transformers fans and families." Translation: they're betting Brazilian families will pay premium prices to walk through Optimus Prime's world instead of supporting local attractions.
This expansion comes as Hasbro diversifies beyond its struggling toy division, which has faced declining sales in recent years. Live experiences offer higher margins and brand visibility that physical products can't match. The company is already running a touring Monopoly "lifesized" edition (coming to São Paulo), operates a Monopoly Steakhouse in San Pedro Garza García, Mexico, and this summer launches Dreamland Powered by Hasbro in Bayfront Zhongshan, China featuring Transformers, Peppa Pig, and My Little Pony attractions.
The message is clear: if you've got IP that's survived nearly four decades like Transformers has, why let it collect dust on store shelves when you can charge admission? For local entertainment operators across LATAM, this should serve as a warning shot. Hasbro isn't just exporting American franchises—it's establishing permanent infrastructure in markets that were previously dominated by regional players. The question now is whether local venues can compete with the production value and marketing firepower of a multinational conglomerate, or if they'll be squeezed out like independent bookstores fighting Amazon.
