Amazon and INE Entertainment are framing this as a celebration of 'more imagination, more surprises, and a whole lot more mess,' highlighting the creative evolution of the brand.
Insiders are buzzing about the aggressive rebranding strategy. Changing the title to 'Surprise & Scream' suggests Amazon is willing to pivot hard into seasonal horror-comedy to capture the Q4 demographic, rather than sticking to the safe, generic hide-and-seek format.
Season 1 earned a 2025 Primetime Emmy nomination for Best Art Direction. Season 2, now 'Surprise & Scream,' was filmed at Full Moon Productions' attractions in Kansas City’s Historic West Bottoms. Season 3 is scheduled to debut in 2027.
This isn't just a renewal; it's a strategic pivot into seasonal horror for kids, backed by Emmy-level production values.
In a move that screams confidence in their unscripted division, Amazon Kids+ has officially renewed the live-action game show 'Surprise & Seek' for two additional seasons. But here is the tea: they aren’t just bringing it back as is. Season 2 is undergoing a radical Halloween-themed makeover and has been retitled 'Surprise & Scream.' This isn't your average children’s game show; it was the very first unscripted original series launched for the Kids+ platform, produced by INE Entertainment under the leadership of Eric Day and Mark Koops.
The network is betting big that a spooky twist will keep the kids glued to their screens this fall. The production details reveal a significant investment in atmosphere. According to the Hollywood Reporter, the second season was filmed at two acclaimed Halloween attractions located in Kansas City’s Historic West Bottoms neighborhood.
This partnership with Full Moon Productions aims to send young contestants into 'imaginative worlds' where the stakes feel higher. Producers describe the gameplay as a chaotic mix of hiding from the seeker, racing against the clock, and dodging slime and confetti blasts to claim the 'golden spectacles.' It’s a clear attempt to elevate the visual spectacle beyond the typical backyard hide-and-seek tropes. Looking ahead, the drama doesn't stop at the title change.
Producers have teased that Season 3, set to debut in 2027, will feature the series’ 'biggest game yet.' The plan involves expanding the competition to include dozens of kids, suggesting a shift toward a more large-scale, arena-style format. This expansion comes on the heels of serious critical recognition; the first season of 'Surprise & Seek' was nominated for a 2025 Primetime Emmy for Best Art Direction. That nomination proves that Amazon isn't just throwing spaghetti at the wall—they are hiring top-tier talent to ensure the aesthetics match the hype.
Corporate housekeeping also made headlines alongside the renewal. INE Entertainment announced the promotion of Damon Laguna to Vice President of Original Content. Laguna has been a producer on 'Surprise & Seek' since its inception and is credited with spearheading the company’s content development. His resume includes recent producer credits on Roku’s 'On the Edge With Juanpa,' History’s 'Jim Thorpe: Lit by Lightning,' and Tubi’s 'Khaby Is Coming to America.' With Laguna’s new title and the show’s Emmy pedigree, Amazon Kids+ is clearly positioning itself as a serious player in the family entertainment space, ready to deliver high-production-value chaos for Prime Video, Fire TV, and Alexa Tablet subscribers.
