ROCHESTER, N.Y. (March 27, 2026) – Soar into The Strong National Museum of Play this spring break as American Dairy Association North East returns with an all-new, pop-up experience beginning March 28.

The Strong is transforming into a superhero headquarters where guests can meet their favorite masked crusaders, create a super cape, attend superhero training school, and enjoy a variety of hands-on crafts and activities.

Inside the superhero training school, American Dairy Association North East has created an obstacle course and accuracy challenge where children can train just like a real superhero by navigating through different stations, all while learning how milk’s protein helps them build stronger muscles, stay focused, and recover. Once complete, museumgoers can fill out their own superhero training certificate.

Bertha, a 16-foot inflatable dairy cow sporting a large cape, will greet families in the Adams Atrium for fun photo opportunities. American Dairy Association North East will also distribute more than 600 red superhero capes to children on Saturday, March 28, and delicious cheese samples from Cabot Creamery will be available at select times each day.

“Every superhero needs the right fuel,” said John Chrisman, American Dairy Association North East CEO. “Milk and dairy foods provide high-quality protein and essential nutrients that support strong bodies and active minds – giving kids the energy they need to play, explore, and power through everyday adventures. We’re excited to team up with The Strong National Museum of Play to show families how dairy can help power their superhero potential.”

The Strong will run additional superhero programming throughout spring break including:

  • Superhero Meet & Greets, Paychex Theater – Meet your friendly neighborhood web spinner, the hero of Wakanda, and more! Please note: Heroes may not be available every day, schedule subject to change.
  • Dart Practice, Storybook Theater – Test your dart-blasting skills to take out some infamous villains.
  • Create a Super Cape, Play Lab – Design and wear your very own cape to complete your superhero ensemble.
  • Super LEGO Builds, Wolk Admissions Lobby – See the Rochester LEGO Users Group bring incredible superhero LEGO creations to life.

Superhero Spring Break at The Strong presented by American Dairy Association North East will open on March 28 and run through April 5. For more information, please visit www.americandairy.com/superhero or https://www.museumofplay.org/.

About American Dairy Association North East (ADANE)
American Dairy Association North East (ADANE) is the local affiliate of the National Dairy Council® and the regional consolidation of three promotion organizations including the American Dairy Association and Dairy Council, Inc., Mid-Atlantic Dairy Association and Pennsylvania Dairy Promotion Program. Committed to nutrition education and research-based communications, ADANE provides science-based nutrition information to, and in collaboration with, a variety of stakeholders committed to fostering a healthier nation, including health professionals, educators, school nutrition directors, academia, industry, consumers and media. Funded by dairy checkoff dollars from more than 8,000 dairy farm families in New York, New Jersey, Pennsylvania, Maryland, Delaware, and northern Virginia, ADANE works closely with Dairy Management Inc.™ to bring a fully integrated promotion program to the North East region. For more information, visit AmericanDairy.com.

About The Strong®
The Strong is a highly interactive, collections-based museum devoted to the history and exploration of play. It is one of the largest history museums in the United States and one of the leading museums serving families. The Strong houses the world’s largest and most comprehensive collection of historical materials related to play generally and video games in particular and is home to the International Center for the History of Electronic Games, the National Toy Hall of Fame, the World Video Game Hall of Fame, the Brian Sutton-Smith Library and Archives of Play, the National Archives of Game Show History, the Woodbury School, and the American Journal of Play. Together, these enable a multifaceted array of research, exhibition, and other interpretive and educational activities that serve a diverse audience of adults, families, children, students, teachers, scholars, collectors, and others around the globe.