Eldorado Mall, which has been immortalized on television as the setting for one of Brazil’s most famous soap operas—“Guerra dos Sexos” (aired on TV Globo in 1983)—is now transformed into a magical setting. A pizza made of colorful playdough, a maze to explore, and a rainbow room to walk through are just the starting point of a world where toys aren’t kept inside boxes, but in a “life-size village.” Starting October 15, and for just two months, the fantastical universe of the Family Fest by Hasbro event arrives at the São Paulo mall, bringing some of the most beloved characters from several generations to a fully interactive experience that will delight children and adults alike.
In addition to hosting the fun of Dopamine Land and the mystery of “The Mind of a Serial Killer—An Immersive Experience,” it will feature an interactive village with over 2,000 square meters of pure fun, bringing together seven universes well-known to the public: Peppa Pig, Play-Doh, My Little Pony, Furby, NERF, Transformers, and Monopoly. The attraction offers various themed settings and plenty of games.
22 October 2026 11:00 + more dates
Shopping Eldorado
From playdough pizzas to a battle on Cybertron
Each universe offers a different kind of play experience. The journey takes you from a playdough pizza kitchen to a battle arena, passing through puzzles, aiming challenges, and encounters with familiar characters from different generations:
- Peppa Pig: the adventure includes navigating a maze and a mission to help find Teddy and Mr. Dinosaur
- Play-Doh: this is a kitchen that’s anything but conventional, where you’ll master the art of making pizzas and choosing the right ingredients, as well as making deliveries around the city
- My Little Pony: in the area dedicated to the most famous ponies on the planet, the goal is to restore harmony to Equestria by solving puzzles, exploring magic mirrors, and crossing through a rainbow room
- Furby: the famous little toy from the late ’90s promises to bring plenty of nostalgia to adults and introduce children to the toy that defined their parents’ childhoods
- NERF: Action is the name of the game, with various obstacles and challenges to test your aim
- Transformers: In a Laser Battle Arena, the mission is to defend Cybertron
- Monopoly: this is the centerpiece of the adventure, featuring live shows, family challenges, and special activities.
A passport to playtime beyond the boxes
From boxes and screens to the real world, Family Fest by Hasbro is a grand family adventure, featuring an Explorer’s Passport that connects all the activities. It all begins in the Briefing Room, and from there, the goal is to unleash your imagination while enjoying every stage—with lots of fun guaranteed. After that, by completing various missions, you can earn recognition from the Adventurous Family.
Accessibility and Sensory Stimulation
Created by Be Fun Entertainment in partnership with Opus Entretenimento, Family Fest by Hasbro offers not only an interactive village for different generations but also a magical world where accessibility is a priority.
According to media reports, the event will adapt its spaces for people who use wheelchairs, including special resources for neurodivergent children, such as a quiet zone, identification badges, a pictogram panel, noise-canceling headphones, a route map, and a calm kit with sensory tools.
Useful Information
📍 Where: Eldorado Mall, Avenida Rebouças, 3970 – Pinheiros, São Paulo
📆 When: Tuesday through Friday, from 11 a.m. to 8:30 p.m.; Saturdays and Sundays, from 10 a.m. to 8:30
p.m. 🎟️ Admission: tickets on sale via the Fever platform
