10 May 2019
Mattel unveils global plans for interactive FECs
BY Andy Knaggs
Mattel has announced plans to open a string of interactive family entertainment centres around the world that combine physical and digital play experiences around some of its most famous brands.
The rollout of the programme begins in Spring 2020, with the opening of a 25,000sq ft (7,620sq m) centre in Toronto, Canada. It will feature distinctly themed areas for Mattel's Barbie, Hot Wheels and Mega Construx brands.
Mattel is working with out-of-home experiential entertainment specialist iP2Entertainment to offer a range of creative play possibilities for children and families.
The Barbie area will "reaffirm that girls can be anything they want", said Mattel, as they explore a magical mini-world that draws on the Barbie brand's mission to support 21st century learning through creativity, communication and collaboration.
Kids can customise their own Hot Wheels car, design a race track and create custom rides that they can experience on a racing simulator, while their design and construction skills will be tested in the Mega Construx area.
Mattel added that the entertainment centres will also include family games nights, experiential retail and high-quality food and beverage options.
Roger Houben, CEO of iP2Entertainment said: "Our partnership with Mattel reimagines the indoor entertainment centre experience, which, until now, has seen limited innovation for nearly four decades.
"Together, we'll create brand new physical and digital play-based experiences for kids that will get them moving and engaged in ways that no small screen device could."
Mattel currently has three family entertainment centres – Mattel Play! – in Liverpool in the UK, The Netherlands and Dubai. It explained that while these are aimed at pre-school age children, focusing on physical play through brands such as Thomas & Friends and Fireman Sam, the newly announced centres are designed for a broader appeal and with an emphasis on combining physical and digital play experiences.
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