The Transformers attraction will open in Brazil later this year, marking toy giant Hasbro’s latest live experience and major expansion into the Latin American market.
Created in partnership with Dream Cars Automóveis e Eventos, the “Transformers” experience – which will be Brazil’s first fixed immersive attraction based on Hasbro IP – is scheduled to open in Gramado, Rio Grande do Sul, in late 2026.
According to the attraction’s description, “Since its debut nearly 40 years ago, ‘Transformers’ has become a global phenomenon, captivating generations of people through blockbuster movies, animated series, toys, consumer products and branded experiences around the world. Now, audiences in Brazil will have the opportunity to dive into this epic world through a permanent attraction that combines immersive design, cutting-edge technology and themed environments.”
Hasbro is building its live events and experience business beyond the United States (there are Peppa Pig theme parks in Texas and Florida) with the recent launch of Monopoly Steakhouse in San Pedro Garza Garcia, Mexico. A “life-size” version of Monopoly is touring around the world (coming soon to São Paulo). And this summer, Dreamland Powered by Hasbro will open in China’s Zhongshan Bayfront, a new family entertainment venue featuring Transformers, Peppa Pig and My Little Pony-themed attractions.
“Across Hasbro, we are rapidly expanding our global experience strategy to bring our iconic brands off the shelf and into the real world in bold, immersive ways,” Matt Proulx, Hasbro’s senior vice president of global experiences, partnerships and music, told Variety. “From ‘Transformers’ and ‘My Little Pony’ to ‘Peppa Pig’ and Monopoly, we are reimagining how global franchises appear and creating must-see destinations that blend storytelling, play and culture for fans and families around the world. Latin America is an important region for us, with incredible momentum and appetite for premium entertainment. It’s a growing market. From an upcoming Transformers attraction in Brazil to a series of dynamic Monopoly experiences across Brazil and Mexico, we’re building a strong portfolio. We aim to bring joy and memorable moments to audiences around the world by creating immersive experiences rooted in the characters and stories our fans love.”
Dream Cars Automóveis e Eventos partners Gustavo Mandelli and Eduardo Sonda added, “Bringing the first fixed Transformers attraction to Brazil is a dream come true. This project reflects our dedication to providing world-class experiences and positions Gramado as a must-see destination for Transformers fans and families.”
See below for first-look renderings of the upcoming Transformers experience in Brazil.
