Licence stewardship
We work inside the IP owner's world — brand standards, approval workflows and category care — so every guest moment is on-brand and every submission is approval-ready. Trust with licensors is our operating asset.
VXU Attractions · Location-based entertainment, USA
We are serious about fun.
VXU turns beloved brands into places families return to. We partner with IP owners like Hasbro to build and operate branded indoor play centres — real-world destinations where learning, play and lifetime memories happen under one roof.
What we do
From licensed IP to a living, breathing world.
Great brands live on screens, on shelves and in family memory. VXU gives them a front door. We take a licence and deliver everything after it: concept, site selection, build, launch and day-to-day operations — as one accountable operator.
Destination building
Branded indoor play centres designed for real families: immersive play structures, party rooms built for celebration, food and beverage done properly, and safety engineered in from day one.
Disciplined operations
A lean, modern operating model — per-site entities, instrumented guest journeys and rigorous unit economics — built to open well, run well and scale across markets.
Our approach
Couch-Fun-Couch
Most operators think about the visit. We design the whole journey — from the moment a family decides to come, to the moment they're back on the couch talking about it. Every step is a designed, measured experience that turns one great day into a habit of coming back.
- The couch Anticipation begins at home
- Arrival A welcome worth the trip
- Play & learn The brand, fully alive
- Celebrate Parties, food, milestones
- Back to the couch Memories that bring them back
Couch-Fun-Couch is the proprietary guest-experience methodology behind every VXU destination — the connective tissue between great design and repeat visitation.
Who we work with
One destination. Four partnerships that make it work.
IP owners
Your brand, brought to life with care.
We treat a licence as a stewardship contract, not just a commercial one. VXU operates inside your approval workflow, protects category and brand standards, and builds physical experiences your fans — and your brand team — will be proud of. A well-run destination strengthens every other place your brand lives.
Landlords
The family anchor your center is missing.
A branded play destination changes the math of a mall: it drives weekday family footfall, extends dwell time, lifts food-court and co-tenant sales, and gives parents a reason to make your property a habit. We bring a covenant-ready operator, a professional fit-out, and a brand families already love and trust.
Investors
Entertainment real estate with operating discipline.
VXU pairs world-class IP with a capital-efficient operating model: per-site structures for clean risk isolation, an instrumented guest journey that compounds into a data asset, and unit economics governed by hard thresholds — not enthusiasm. We build each site to be the template for the next.
Vendors
A professional client, from brief to opening day.
Designers, builders, attraction specialists and suppliers work with VXU under clear briefs, honest timelines and a single point of accountability. We're building a rollout, not a one-off — great partners get a pipeline, not a project.
Our brands
Built on icons families already love.
Every VXU destination is built around world-famous IP — brands with generations of family love, instant recognition from the youngest guests, and play instincts baked into their DNA.
Working with IP owners like Hasbro, we translate each brand into its own world of hands-on play. Our first US locations are in active development, with a rollout designed to prove the model site by site — and a portfolio built to grow brand by brand.
Talk to us about the rollout
The work
From first sketch to opening day — this strip grows as our worlds do.
“We exist to enrich the world with real experiences — leveraging the power of great IP to build a legacy of fun.”
The VXU mission
Get in touch
Let's build a world together.
Whether you own a brand, a building, a business that builds great things — or capital looking for a disciplined operator — we'd like to hear from you.