The Illuminarium at The Distillery District announced the premiere of a new immersive experience: LITE-BRITE: Worlds of Wonder. Created by Secret Location, a Toronto-based Emmy award-winning content studio, in partnership with Hasbro, Inc. This 60-minute experience is designed to inspire creativity and fun for both kids and adults. It is the most engaging and gamified immersive experience to date from Secret Locations. LITE-BRITE: Worlds of Wonder opens May 8 at Illuminarium in The Distillery District in Toronto, an expansive 13,500-square-foot entertainment complex at 28 Gristmill Lane. Tickets go on sale today at www.illuminarium.com/toronto.

The LITE-BRITE: Worlds of Wonder experience will reimagine the iconic Hasbro property and feature entirely new components and play experiences, including taking guests into the glowing pictures through three imaginative worlds filled with thousands of interactive lights and twelve playable games. Guests can engage in the gaming experiences by using their bodies to control the larger-than-life games.

“For more than 50 years, LITE-BRITE has sparked creativity, lit up imagination and inspired countless works of art,” says Matt Proulx, Senior Vice President Experiences, Partnerships and Music at Hasbro. “LITE-BRITE: Worlds of Wonder is a perfect example of how the spirit of LITE-BRITE can be translated to a new and truly immersive experience for fans of all generations.”

LITE-BRITE: Worlds of Wonder embraces the endless possibilities of imagination through thousands of interactive-coloured lights. From exploring the depths of a magical ocean, to lush forests where dinosaurs roam, to a futuristic sci-fi city, guests can step into the much-loved magic screen. The immersive experience stays true to the original toy; the visuals are entirely driven by the distinctive hexagonal peg pattern and uses only shades of colours from the six original pegs: orange, pink, green, blue, yellow, and clear.

Ryan Andal, President and CEO of Secret Location, said: “LITE-BRITE: Worlds of Wonder showcases the power of the brand with the creative thinking that Secret Location is known for. 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. We’re very excited to bring this experience to life in an ambitious new life-sized way.”

Key Features of the Experience:

• 60-minute cinematic interactive show
• 12 activations in the digital play space
• An immersive retail experience
• 3 cinematic worlds
• Real life hosts welcome you to the experience
• Visitors can use their bodies to interact with the immersive show
• Visitors can play and create with physical LITE-BRITE toys, found onsite

“As a partner of Secret Location, Illuminarium is excited to open the LITE-BRITE: Worlds of Wonder experience at Illuminarium Toronto,” says Alan Greenberg, CEO of Illuminarium Experiences. “This new experience will bring back the amazing memories of play and we are excited to bring it to our state-of-the-art facilities.”

LITE-BRITE: Worlds of Wonder at Illuminarium at The Distillery will be open Tuesday to Sunday from 11 AM to 11 PM. Tickets are officially on sale now.