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The Friday Five: Matt Proulx


Matt Proulx oversees location-based entertainment at Hasbro. Here, Proulx shares Hasbro’s plans for a theme park at West Edmonton Mall in Alberta, Canada, as announced in December 2019.

Describe the Hasbro amusement park experience.

Galaxyland powered by Hasbro will be a one-of-a-kind experience for guests from all over the world.

From record-breaking thrill rides to kid-friendly attractions and activities, the Galaxyland powered by Hasbro amusement park will have something exciting for everyone to enjoy. There will also be Hasbro-themed retail experiences and a variety of uniquely themed food-service establishments.

With over 25 rides, games, and attractions covering an area of three and a half acres, this relationship will combine Galaxyland’s amazing rides and attractions with Hasbro’s beloved and well-known brands to produce a first-class entertainment destination.

The Friday Five

What makes Edmonton and the West Edmonton Mall a desirable location for the first Canadian Hasbro theme park? 

West Edmonton Mall is North America’s largest Shopping Centre and the number-one tourist attraction in Alberta.  Providing first-class entertainment experiences is what West Edmonton Mall specializes in, so aligning with Hasbro made perfect sense.

Both companies have a strong focus on dynamic family entertainment for children and adults alike, as many of Hasbro’s popular franchises – like MONOPOLY, G.I. JOE, and NERF – span generations. This partnership will evoke a sense of nostalgia by bringing to life many of Hasbro’s iconic games and brands.

The Friday Five

Which Hasbro brands will visitors experience at the amusement park?

The design will feature widely recognized franchises from Hasbro’s vault of brands including MY LITTLE PONY, MONOPOLY, G.I. JOE, NERF, PLAY-DOH, BATTLESHIP, OPERATION, and many others.

The Friday Five

In what ways do theme parks enhance the Hasbro brand?

Our ultimate goal is to help families enjoy more time together, and Galaxyland powered by Hasbro gives us an opportunity to provide families, friends, and fans with new ways to enjoy and interact with the brands they love, together. Strong brands and intellectual properties create points of connection across generations that allow people to escape everyday life to build and share memories.

The Friday Five

How will the park in Edmonton evolve over time?

The park will remain open throughout its transformation and guests will be able to see the experience come to life over the next year. After the grand opening, West Edmonton Mall will continue to look for new and exciting attractions and services to add to the newly renovated amusement park.

The Friday Five

Learn more about Hasbro brands on their website and stay tuned to Galaxyland to see how the project evolves.

Five questions, one fascinating person (or team!) – look into the minds of movers and shakers in the nostalgia, game, play, or toy industry.