LITE-BRITE: Worlds of Wonder

This immersive experience at Illuminarium in Toronto's historic Distillery District provides a unique opportunity to experience wonder, whimsy, and nostalgia through cinematic worlds and interactive games.

Photo credit: Ryan Emberley

Illuminarium at The Distillery District has announced the worldwide premiere of a new immersive experience: LITE-BRITE: Worlds of Wonder, which aims to embrace the “endless possibilities of imagination” through thousands of interactive-coloured lights.

LITE-BRITE: Worlds of Wonder opened on May 8, 2024, at Illuminarium in The Distillery District in Toronto, an expansive 13,500-square-foot entertainment complex at 28 Gristmill Lane.

The experience was designed to inspire creativity and fun for children and adults, and was created by Secret Location, a Toronto-based Emmy award-winning content studio, in partnership with Hasbro, Inc. It aims to reimagine the iconic Hasbro property and features new components and play experiences, such as taking guests through three worlds filled with thousands of lights and various playable games.

Photo credit: Ryan Emberley

Guests can also 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.”

Key features of the experience include a 60-minute cinematic interactive show, 12 activations, an immersive retail experience, three cinematic worlds, an opportunity to play with physical LITE-BRITE toys onsite and lots of Insta-worthy photo ops.  The visuals are 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.

Photo credit: Ryan Emberley

“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,” said Ryan Andal, president and CEO of Secret Location. “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.”

LITE-BRITE: Worlds of Wonder at Illuminarium at The Distillery will be open Tuesday to Sunday from 11 :00 a.m. to 11:00 p.m.

For more information click here.

Photo credit: Ryan Emberley
Photo credit: Ryan Emberley
Photo credit: Ryan Emberley
Photo credit: Ryan Emberley
Photo credit: Ryan Emberley
Photo credit: Ryan Emberley
Photo credit: Ryan Emberley