Luna Park Sydney to introduce Lite-Brite toy immersive experience

Continuing its move to offer ‘more than just rides’, Luna Park Sydney has announced that it is add another immersive experience in its Big Top building, this one inspired by the Lite-Brite toy.

Launching on 17th August in the Big Top entertainment venue, Lite-Brite: Worlds of Wonder features three immersive worlds and cutting-edge technology.

Revealing the new attraction, Luna Park Sydney Chief Executive, John Hughes advised “audiences today crave immersive adventures and experiences that ignite their imagination and offer escapism.

“As a world-class amusement park, we’re excited to continually offer more than just rides, bringing captivating experiences to Sydneysiders and visitors all year-round. We want to be known as the best experience destination in Australia.”

Created by content company Secret Location in collaboration with toy maker Hasbro, Lite-Brite: Worlds of Wonder, a 40-minute cinematic experience, has already debuted in North America.

Like the Hasbro toy, the attraction will be illuminated by colourful lights, with guests exploring the depths of a magical ocean, lush forests where dinosaurs roam, and a futuristic sci-fi city.

The visuals in the experience are driven by the toy’s distinctive hexagonal peg pattern and only use shades of colours from the six original pegs - orange, pink, green, blue, yellow and clear.

Matt Proulx, Senior Vice President of Global Experiences, Partnerships and Music at Hasbro, commented “for more than 50 years, Lite-Brite has sparked creativity, lit up imagination and inspired countless works of art.

“Lite-Brite: Worlds of Wonder is a perfect example of how the spirit of Lite-Brite can be translated into a new and truly immersive experience for fans of all generations.”

Ryan Andal, President and Chief Executive at Secret Location, said guests will feel like they are “stepping into the beloved magical toy”, adding “we hope that audiences feel wonder, excitement, anticipation and endless joy from this new immersive experience.”

Last December, Luna Park Sydney opened its first immersive attraction, the $15 million Dream Circus, which uses 360-degree projections, blockbuster surround sound, and holograms.

The Sydney Harbourside amusement park is currently listed for sale with a number of entertainment groups looking to acquire it.

Images: Lite-Brite: Worlds of Wonder. Credit: Secret Location and Hasbro.