An interactive attraction called The Toy Factory makes its global debut Wednesday at Pullman Yards, giving Atlanta first crack at an experience that blends 4K projection, virtual reality and hands-on crafting before it ever reaches another city. The premiere also marks a milestone for the Kirkwood venue itself, landing as part of Pullman Yards' fifth anniversary as an immersive-entertainment destination.
The attraction was created by internationally acclaimed studio Dirty Monitor, the studio behind Van Gogh: The Immersive Experience and Monet: The Immersive Experience, according to Metro Atlanta CEO. Pullman Yards previously hosted a Van Gogh exhibit. The Toy Factory is scheduled to run through the holiday season before launching a North American tour, according to SaportaReport.
An Interactive Toy Factory Experience
Unlike passive projection shows, this one asks visitors to actually do something. The experience invites guests to take part in an interactive toy-factory walkthrough rather than simply watch a projection show.
Guests can sketch digital toy designs that project onto the factory walls and customize physical plush toys to take home, the outlet notes, with visitors collecting stamps across themed rooms as part of an in-experience mission. The full visit runs 60 to 90 minutes and layers 360-degree video mapping, 4K digital projection, VR elements and physical sets, according to WhatNow's rundown of the technical setup. The show is open daily.
Tickets and Accessibility
General admission starts between $15.30 and $18 through ticketing partner Fever, and the venue offers full ADA accessibility, according to the same Secret Atlanta report. Waitlist members were offered early access ahead of the public on-sale.
From Railcar Shop to Immersive Campus
The 27-acre Pullman Yards complex sits in Atlanta's Kirkwood neighborhood and dates back to 1904, when it was built by Pratt Engineering before the Pullman Company expanded it in 1926 as a passenger railcar repair facility, per Metro Atlanta CEO's account of the site's history. Today, the historic property is a creative campus.
The Toy Factory follows other major immersive runs at the venue, including The Balloon Museum and Stranger Things: The Experience, alongside the original 2021 Van Gogh show, Metro Atlanta CEO reports.
A Neighborhood Feeling the Ripple Effects
The venue's growing draw has already reshaped its immediate surroundings. An 86-unit residential project by Under New Management is preserving a 1947 warehouse directly across Rogers Street, a sign of how foot traffic tied to Pullman Yards' programming has spurred adjacent housing development in Kirkwood, as Hoodline previously reported. The development is part of a recent wave of intown infill projects.
For now, though, the spotlight is on Pullman Yards, where Atlanta audiences get to experience Dirty Monitor's latest creation before any other city in the world. The Toy Factory's multi-month run gives locals an extended window to catch the show before it heads out on tour.
