A “Transformers” attraction will open in Brazil later this year, marking the latest live experience from toy giant Hasbro and a huge push into the LATAM market.
Made by partnership with Dream Cars Automóveis e Eventos, the “Transformers” experience (which will mark Brazil’s first fixed, immersive attraction based on the Hasbro IP) is set to open in late 2026 in Gramado, Rio Grande do Sul.
Per the description for the attraction: “Since its debut nearly four decades ago, ‘Transformers’ has become a global phenomenon, captivating generations through blockbuster films, animated series, toys, consumer products, and brand experiences around the world. Now, Brazilian audiences will have the opportunity to dive into this epic universe through a permanent attraction that combines immersive design, cutting-edge technology, and thematic environments.”
Hasbro has been building up its live events and experiences business beyond the U.S. (where it has Peppa Pig theme parks in Texas and Florida) with the recent launch of a Monopoly Steakhouse in San Pedro Garza García, Mexico; its globally touring Monopoly “lifesized” edition (soon coming to São Paulo); and this summer’s opening of Dreamland Powered by Hasbro, a new family entertainment destination in Bayfront Zhongshan, China featuring themed attractions for “Transformers,” “Peppa Pig,” and “My Little Pony.”
