Safe Harbor Development, in partnership with Kingsmen Xperience, Inc, IP and toy company Hasbro, unveiled plans for The Play District: Powered by Hasbro, an immersive, multi-attraction entertainment destination redefining play in the Smoky Mountains.

The Play District will bring some of the world’s most iconic brands like NERF, PEPPA PIG, PLAY-DOH and TRANSFORMERS, to one of the country’s premier family vacation destinations.

With plans to open summer 2027, The Play District will be Pigeon Forge’s newest go-to family activity destination, bringing immersive, brand-inspired play experiences together under one roof. Guests can expect three distinct, high-energy attraction areas designed for families and visitors of all ages whether they want to explore, compete or imagine together. The attractions will include:

• NERF Action Xperience: A dynamic, adrenaline-filled arena where guests can test their skills in competitive challenges. Suitable for kids and adults, this area will feature an obstacle course, curated arcade games, laser tag, a first-of-its-kind NERF ride and more.
• PEPPA PIG Playtime: Inspired by PEPPA’s iconic house on the hill, guests can enjoy a play-driven family experience in beloved locations from the preschool series.
• Planet Playskool: A vibrant, sensory-rich, interactive environment where kids and their families can create, play, and explore. Planet Playskool will feature experiences from brands such as PLAY-DOH, TRANSFORMERS, PJ MASKS, MOUSE TRAP and more.

“At Safe Harbor Development, we’ve always believed the best experiences are measured by how people feel when they leave,” said Darby Campbell, Founder & Chairman of Safe Harbor Development. “The Play District: Powered by Hasbro is more than an entertainment venue — it’s a reimagined family destination designed to create happy places and smiling faces. By combining iconic brands with immersive, interactive attractions, we’re creating a place where families can connect, spark their imaginations, and make lasting memories together. If families leave smiling and feeling closer than when they arrived, then we’ve done our job.”

Strategically positioned in the heart of one of the Southeast’s fastest-growing tourism corridors, The Play District will complement the area’s existing attractions while introducing a fresh and modern iteration of indoor, year-round entertainment. Representing an initial $50 million investment in the Pigeon Forge community, the project is being brought to life by Safe Harbor Development through its affiliate, Indoor Entertainment, LLC, which operates the property. The investment underscores the company’s commitment to top-quality destinations that drive tourism, generate economic impact and further strengthen the region’s reputation as a premier family vacation destination.

“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.”

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. In addition to the attractions, The Play District will also feature food and beverage offerings and on-site retail, including exclusive product. The building’s prime location at 2046 Parkway in Pigeon Forge will make The Play District a must-visit anchor within the local community and for families visiting the area.

“Darby Campbell and Safe Harbor Development are renowned for their expertise and success in property development and providing exceptional guest experiences,” said Corey Redmond, Senior Executive Vice President of Kingsmen Xperience. “Our partnership with them, along with Kingmen Xperience’s design and project management expertise, will realize our long-awaited plan to bring world-class Hasbro attractions and iconic brands to Pigeon Forge.”

Construction is currently underway, with more details, including opening timelines, ticketing, and more to be shared in the coming months. To be the first to know about ticket sales, promotions, events and more, visit here.