Global play and entertainment company, Hasbro Inc has announced a new partnership with international theatre producer, Selladoor Worldwide, to adapt Hasbro’s brand, Monopoly, into an immersive experience.

Due to open at a secret location in London in 2020, the Monopoly experience is expected to incorporate a 75-minute segment featuring challenges for teams to complete together in order to move along the Monopoly “board” and buy property.

After launching with Monopoly, Hasbro and Selladoor plan to roll out numerous consumer experiences over the next few years.

David Hutchinson, CEO of Selladoor Worldwide, said: “We’ve been working for over a year with Hasbro on this exciting partnership, developing our concept and vision to bring one of the world’s biggest board game brands to life in this thrilling experiential theatre landscape.

“Trends in our sector are moving in a very exciting direction with demand from a new generation of theatregoers looking to experience live theatre differently, and to be immersed in the world of the narrative in a different way. I couldn’t think of a better organisation to partner with in this growing market, than the company who have brought together family and friends for decades to play some of their iconic games.

“We look forward to launching Monopoly in London in 2020, with our eyes set on other key international markets where we are keen to roll the experience out.”

Matt Proulx, VP of location-based entertainment at Hasbro, added: “It’s incredibly exciting to finally be announcing our future plans with the team at Selladoor Worldwide. Launching the Monopoly experience in London next year is just the beginning and we’re excited to bring more of our iconic brands to the stage in the future.”

Selladoor Worldwide is entering into this partnership as it diversifies the work it is producing, focusing on the immersive theatre space and developing new audiences for live theatrical experiences.