The Play District with Hasbro brings NERF, Peppa Pig to Pigeon Forge

A new indoor attraction called The Play District: Powered by Hasbro is coming to Pigeon Forge, Tennessee.
The venue will feature experiences based on NERF, Peppa Pig, Transformers and other Hasbro brands.
Located at the former Smoky Mountain Opry site, the new attraction is expected to open in summer 2027.
A previous plan for an attraction pairing NERF and Crayola was announced in 2023, but then stalled.

After nearly three years of delays and a development deal that ultimately fell apart, the long-awaited NERF Action Xperience is coming to Pigeon Forge. Only this time it’ll be joined by Peppa Pig and Transformers.

Knoxville-based Safe Harbor Development has announced plans for The Play District: Powered by Hasbro, a new indoor attraction that will bring NERF, Peppa Pig, Play-Doh, Transformers and other family brands to the Great Smoky Mountains.

“The Play District: Powered by Hasbro is more than an entertainment venue – it’s a reimagined family destination designed to create happy places and smiling faces,” Darby Campbell, Safe Harbor Development founder and chairman, said in a June 18 release.

“By combining iconic brands with immersive, interactive attractions, we’re creating a place where families can connect, spark their imaginations, and make lasting memories together,” Campbell continued.

The Play District will be at the former Smoky Mountain Opry site at 2046 Parkway in Pigeon Forge. The approximately 50,000-square-foot venue is currently under construction and is expected to open in summer 2027.

What is The Play District: Powered by Hasbro in Pigeon Forge?

The Play District will feature three distinct areas inspired by some of Hasbro’s popular brands, all under one roof. Experiences will be immersive and designed for families and visitors of all ages who want to “explore, compete or imagine together,” according to Safe Harbor Development.

NERF Action Xperience | A dynamic, adrenaline-filled arena where guests can test their skills in competitive challenges. This area is suitable for kids and adults and features an obstacle course, arcade games, laser tag, a first-of-its-kind NERF ride and more.
Peppa Pig Playtime | In a space inspired by Peppa’s house on the hill, guests can enjoy a play-driven family experience in beloved locations from the preschool series.
Planet Playskool | A vibrant, sensory-rich, interactive environment where kids and families can create, play, and explore. Planet Playskool will feature experiences from brands such as Play-Doh, Transformers, PJ Masks, Mouse Trap and more.

The venue will have food and beverage offerings, retail space and dedicated areas for birthday parties, school groups, camp outings and team-building events.

The project is an initial $50 million investment and is being created in partnership with Kingsmen Xperience, Inc, under license by toy company Hasbro. Indoor Entertainment LLC, an affiliate of Safe Harbor Development, will operate the property.

Additional details about ticketing and opening timeline will be announced in the coming months. Updates and other information can be found at theplaydistrictpf.com.

What happened to the previously planned NERF and Crayola attractions?

The Play District is the latest chapter for the former Smoky Mountain Opry Theater, which closed in 2020, leaving the building empty ever since. The building was previously known as The Miracle Theater and Louise Mandrell Theater.

Plans for the property to become a dual attraction featuring NERF Action Xperience and Crayola Experience were announced in 2023. The attractions were initially expected to open in 2024 before the timeline was pushed back to 2025.

By March 2025, project contacts were unable to provide updated opening information to Knox News, while The Mountain Press reported the development had been delayed because of financing issues.