The Play District: Powered by Hasbro set to open 2027 in Pigeon Forge

Developers have announced what would be replacing the former Smoky Mountain Opry building in Pigeon Forge.

(PIGEON FORGE, Tenn.) SMOKIES.LIVE – Developers redeveloping a piece of property right on the Pigeon Forge Parkway say three immersive attractions will be housed in one unforgettable destination. 

Safe Harbor Development, in partnership with Hasbro & Kingsmen Xperience, have officially announced The Play District: Powered by Hasbro will open in the summer of 2027 in Pigeon Forge.

The project will feature three family-focused experiences inspired by some of Hasbro’s most recognizable brands, including NERF, PEPPA PIG, PLAY-DOH, TRANSFORMERS, PJ MASKS, and more.

Safe Harbor Development is known in Pigeon Forge for reimagining unused properties into a vibrantly lively part of the Pigeon Forge economy. They have been a part of bringing The Island in Pigeon Forge to life and the Camp Margaritaville as well.

For years the property has set vacant with many wondering what would ever fill the space.

Beyond the themed play areas, the approximately 50,000-square-foot venue will offer dedicated space for birthday parties, group events, school and camp outings and team-building activities, making it an ideal destination for gatherings of all kinds.

“This collaboration between Safe Harbor Development, Kingsmen Xperience, and Hasbro allows us to extend our brands beyond the toy aisle and into real-world experiences,” said Matt Proulx, Senior Vice President of Global Experiences, Partnerships and Music at Hasbro. “The Play District will give families the opportunity to step into the worlds they already love to create unforgettable memories.”

The project is a $50M investment in the Pigeon Forge community.