Illuminarium is bringing Hasbro’s Lite-Brite neon light toy to real life with an immersive experience for kids and adults.

Created by immersive studio Secret Location, the 60-minute Lite-Brite: Worlds of Wonder experience consists of three imaginative, light-filled worlds in which visitors can access different games, whether in the depths of a magical ocean, in lush forests roaming with dinosaurs, or even in a futuristic sci-fi city. Visitors will be able to participate in the gaming experiences using their own bodies.

Illuminarium director of operations Nosheen Warsi tells MiC that most adults have childhood memories of playing Hasbro’s classic Lite-Brite toy, and the new experience aims to bring back those memories while also appealing to a younger generation. According to the company, “Lite-Brite: Worlds of Wonder stays true to the original toy, with visuals entirely driven by the distinctive hexagonal peg pattern. It also uses only shades of colours from the six original pegs: orange, pink, green, blue, yellow, and clear.”

The experience, which will open on May 8 at Illuminarium in Toronto’s Distillery District, features a digital marketing, shopping, influencers and public relations strategy to drive ticket sales and awareness. The promotion also includes radio, a launch event and partnerships with the Distillery District, Showpass, Key to the City and Attractions Ontario.

Sequence Studio is the agency in charge of integrated marketing and media buying. Dmpublic handles public and influencer relations.

“From the start of our relationship with Hasbro, we’ve always felt Lite-Brite was a natural IP for us to explore – it’s innately creative, sparks unlimited imagination, and has iconic nostalgic origins. It’s the perfect brand for our team to play with and create a new thrilling, location-based entertainment concept,” said Secret Location president and CEO Ryan Andal.