Mattel unveils global plans for interactive FECs | attractionsmanagement.com news
POST YOUR JOB ONLINE
Free ezine/digital edition sign up
Jobs . News . Features . Video . Products . Magazine . Handbook . Advertise . Contact us  
NEWS
Mattel unveils global plans for interactive FECs
POSTED 10 May 2019 . 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.
In the Hot Wheels area, kids can design a car and track and then race it on a simulator
Mattel's focus on female role models with its Barbie brand is intended to inspire girls to believe they can achieve anything
The entrance to the Mattel FEC
RELATED STORIES
Mattel Play! Sevenum comes to Netherlands


Mattel has launched its first attraction on mainland Europe, opening a new Mattel Play! Area at the De Schatberg resort in Sevenum, Netherlands.
Mattel sets out ambitious plans for Chinese growth with Thomas FECs


Mattel is planning to open a number of Thomas & Friends Towns in major cities across China as the toy manufacturer aims to enhance brand awareness in the country.
Mattel launching first FEC at Liverpool's Albert Dock this March


Toy manufacturer Mattel’s first FEC coming to Liverpool in late March, with an Easter opening date now set for the £1.5m (US$2.2m, €1.9m) attraction.
Mattel and Google tie-up reimagines View-Master as affordable VR alternative


View-Master – a popular children's toy since the 1960s – could be the next big step in affordable, commercial virtual reality following a tie-up between Mattel and Google to create a new iteration of the device based on VR using smartphones.
MORE NEWS
Snøhetta and Blight Rayner selected to design AU$150m theatre in Australia
Architecture firms Snøhetta and Blight Rayner have won an international competition to design an AU$150m (US$103.8m, €90m, £81.4m) theatre for the Queensland Performing Arts Centre (QPAC) in Brisbane, Australia.
Kew Gardens opens giant natural play zone
Inspired to encourage children to develop a lasting relationship with plants and nature, Royal Botanic Gardens, Kew in London is all set to open its giant new Children’s Garden to the public this weekend (18 May).
IAAPA returns to Shanghai in June with rebranded Asian expo
Formerly the Asian Attractions Expo, (AAE) the newly-rechristened IAAPA Expo Asia (IEA) takes its first steps under its new name from 11-14 June.
17th annual Museums and Heritage awards honour 'innovative and ground-breaking initiatives'
The winners of the Museums + Heritage Awards were announced in London last night (15 May), with museums large and small being honoured and Sir David Attenborough picking up a Special Recognition Award.
+ More news   
LATEST JOBS
Interpretation and Engagement Manager
Chatsworth House
Salary: Competitive
Job location: Bakewell, UK
Children's Garden Hosts
Royal Botanic Gardens Kew
Salary: £18,589 per annum pro rata
Job location: Richmond, UK
Duty Manager
Dinotropolis
Salary: £20-£25K depending on experience.
Job location: Dartford, UK
Operations Manager
Wild Life
Salary: Competitive
Job location: Whitsundays QLD, Australia
Head of Central Scheduling and Planning
Merlin Entertainments Group
Salary: Competitive
Job location: Goshen, New York, USA
Strategic Account Sales Manager
Merlin Entertainments Group
Salary: Competitive
Job location: Goshen, New York, USA
+ More jobs  

COMPANY PROFILE
DJW

David & Lynn Willrich started the Company over thirty years ago, from the Audio Visual Department [more...]
+ More profiles  
FEATURED SUPPLIER

Why a good parking experience adds to the attraction
The number of cars on our roads rises every year and as a result, the case for managing parking gets ever stronger. [more...]
VIDEO GALLERY

Red Raion: Meet the Team - Introduction
Red Raion: Meet the Team - Introduction Find out more...
More videos:
Experience the experience – Polin Waterparks & Pool Systems
Online Print Made Easy! – instantprint
Simworx - The power to move you… – Simworx
+ More videos  

CATALOGUE GALLERY
 

+ More catalogues  
ATTRACTIONS DIRECTORY
+ More directory  
ATTRACTIONS DIARY

06 Jun 2019

Swiss Medical Spa & Hospitality Think Tank 2019

Campus Passugg, SSTH, 7062 Passugg, Switzerland
11-14 Jun 2019

IAAPA Expo Asia 2019

Shanghai New International Expo Center, Shanghai, China
+ More diary  
LATEST ISSUES
+ View Magazine Archive

Attractions Management

2019 issue 1


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

2018 issue 4


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

2018 issue 3


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

2018 issue 2


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management News

15 May 2019 issue 130


View on turning pages
Download PDF
View archive
FREE digital subscription
Print subscription

Attractions Handbook

2019


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription
 
ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
 
ATTRACTIONS MANAGEMENT
ATTRACTIONS MANAGEMENT NEWS
ATTRACTIONS HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS
ADVERTISE . CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2019
Jobs . News . Products . Magazine
NEWS
Mattel unveils global plans for interactive FECs
POSTED 10 May 2019 . 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.
In the Hot Wheels area, kids can design a car and track and then race it on a simulator
Mattel's focus on female role models with its Barbie brand is intended to inspire girls to believe they can achieve anything
The entrance to the Mattel FEC
RELATED STORIES
Mattel Play! Sevenum comes to Netherlands


Mattel has launched its first attraction on mainland Europe, opening a new Mattel Play! Area at the De Schatberg resort in Sevenum, Netherlands.
Mattel sets out ambitious plans for Chinese growth with Thomas FECs


Mattel is planning to open a number of Thomas & Friends Towns in major cities across China as the toy manufacturer aims to enhance brand awareness in the country.
Mattel launching first FEC at Liverpool's Albert Dock this March


Toy manufacturer Mattel’s first FEC coming to Liverpool in late March, with an Easter opening date now set for the £1.5m (US$2.2m, €1.9m) attraction.
Mattel and Google tie-up reimagines View-Master as affordable VR alternative


View-Master – a popular children's toy since the 1960s – could be the next big step in affordable, commercial virtual reality following a tie-up between Mattel and Google to create a new iteration of the device based on VR using smartphones.
MORE NEWS
Snøhetta and Blight Rayner selected to design AU$150m theatre in Australia
Architecture firms Snøhetta and Blight Rayner have won an international competition to design an AU$150m (US$103.8m, €90m, £81.4m) theatre for the Queensland Performing Arts Centre (QPAC) in Brisbane, Australia.
Kew Gardens opens giant natural play zone
Inspired to encourage children to develop a lasting relationship with plants and nature, Royal Botanic Gardens, Kew in London is all set to open its giant new Children’s Garden to the public this weekend (18 May).
IAAPA returns to Shanghai in June with rebranded Asian expo
Formerly the Asian Attractions Expo, (AAE) the newly-rechristened IAAPA Expo Asia (IEA) takes its first steps under its new name from 11-14 June.
17th annual Museums and Heritage awards honour 'innovative and ground-breaking initiatives'
The winners of the Museums + Heritage Awards were announced in London last night (15 May), with museums large and small being honoured and Sir David Attenborough picking up a Special Recognition Award.
+ More news   
LATEST JOBS
Interpretation and Engagement Manager
Chatsworth House
Salary: Competitive
Job location: Bakewell, UK
Children's Garden Hosts
Royal Botanic Gardens Kew
Salary: £18,589 per annum pro rata
Job location: Richmond, UK
Duty Manager
Dinotropolis
Salary: £20-£25K depending on experience.
Job location: Dartford, UK
Operations Manager
Wild Life
Salary: Competitive
Job location: Whitsundays QLD, Australia
Head of Central Scheduling and Planning
Merlin Entertainments Group
Salary: Competitive
Job location: Goshen, New York, USA
Strategic Account Sales Manager
Merlin Entertainments Group
Salary: Competitive
Job location: Goshen, New York, USA
+ More jobs  
 


ADVERTISE . CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2019

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
ATTRACTIONS MANAGEMENT NEWS
ATTRACTIONS HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS