Transformers Attraction in Brazil Opening in 2026

A “Transformers” attraction will open in Brazil later this year, marking the latest live experience from toy giant Hasbro and a huge push into the LATAM market.

Made by partnership with Dream Cars Automóveis e Eventos, the “Transformers” experience (which will mark Brazil’s first fixed, immersive attraction based on the Hasbro IP) is set to open in late 2026 in Gramado, Rio Grande do Sul.

Per the description for the attraction: “Since its debut nearly four decades ago, ‘Transformers’ has become a global phenomenon, captivating generations through blockbuster films, animated series, toys, consumer products, and brand experiences around the world. Now, Brazilian audiences will have the opportunity to dive into this epic universe through a permanent attraction that combines immersive design, cutting-edge technology, and thematic environments.”

Hasbro has been building up its live events and experiences business beyond the U.S. (where it has Peppa Pig theme parks in Texas and Florida) with the recent launch of a Monopoly Steakhouse in San Pedro Garza García, Mexico; its globally touring Monopoly “lifesized” edition (soon coming to São Paulo); and this summer’s opening of Dreamland Powered by Hasbro, a new family entertainment destination in Bayfront Zhongshan, China featuring themed attractions for “Transformers,” “Peppa Pig,” and “My Little Pony.”

“Across Hasbro, we’re rapidly scaling our Global Experiences strategy to bring our iconic brands off the shelf and into the real world in bold, immersive ways,” Hasbro senior vice president of global experiences, partnerships and music Matt Proulx told Variety. “From ‘Transformers’ and ‘My Little Pony’ to ‘Peppa Pig’ and Monopoly, we’re reimagining how global franchises show up – creating must-visit destinations that blend storytelling, play and culture for fans and families everywhere. LATAM is a key growth market for us, with incredible momentum and appetite for premium entertainment. From the upcoming ‘Transformers’ attraction in Brazil to a slate of dynamic Monopoly experiences across Brazil and Mexico, we’re building a powerful portfolio that turns beloved brands into fully realized, place-based experiences. We’re proud to continue bringing our brands to life beyond the screen. By creating immersive experiences rooted in the characters and stories fans love, we aim to spark joy and deliver memorable moments for audiences around the world.”

Dream Cars Automóveis e Eventos partners Gustavo Mandelli and Eduardo Sonda added: “Hosting the first fixed ‘Transformers’ attraction in Brazil is a dream come true. This project reflects our dedication to delivering world-class experiences and positions Gramado as a must-visit destination for ‘Transformers’ fans and families.”

See below for first-look rendering images of the upcoming “Transformers” experience in Brazil.