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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
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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
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COMPANY PROFILE
Holovis

Holovis is a privately owned company established in 2004 by CEO Stuart Hetherington. [more...]
+ More profiles  
FEATURED SUPPLIER

How can travelling exhibitions adapt for the future?
Emily Cronin, partnerships manager at the Science Museum Group in the UK, shares insights into evolving business models for touring exhibitions in Spokes, Ecsite’s magazine. [more...]
VIDEO GALLERY

Animalive - Introducing AnimaChat!
Introducing AnimaChat, one operator can live-stream into multiple venues. Find out more...
More videos:
Trailer Peter Pan - Saving Tinkerbell VR – Red Raion
Online Print Made Easy! – instantprint
Simworx - The power to move you… – Simworx
+ More videos  

CATALOGUE GALLERY
 

+ More catalogues  
DIRECTORY
+ More directory  
DIARY

16-19 Sep 2019

IAAPA Expo Europe 2019

Paris Expo Porte de Versailles, Paris, France
21-24 Sep 2019

ASTC 2019 Annual Conference

Ontario Science Centre, Toronto, Canada
+ More diary  
 


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