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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
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


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Hotels and accommodations in Israel with ground floor rooms have been given permission to reopen for business – but only for domestic tourism.
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COMPANY PROFILES
DJW

David & Lynn Willrich started the Company over thirty years ago, from the Audio Visual Department [more...]
IAAPA EMEA

IAAPA Expo Europe is owned and produced by IAAPA, The Global Association for the Attractions Industr [more...]
QubicaAMF UK

QubicaAMF is the largest and most innovative bowling equipment provider with 600 employees worldwi [more...]
TOR Systems Ltd

TOR Systems have been in this business since 1981. [more...]
+ More profiles  
VIDEO GALLERY

Red Raion - Trailer Aladdin - The Bachelor Party VR
Red Raion is the CGI studio specialized in media based attraction. Find out more...
More videos:
Miko and the Spell of the Stone - Movie Trailer – Red Raion
Jurassic War - Immersive tunnel movie trailer – Red Raion
Experience the experience – Polin Waterparks & Pool Systems
+ More videos  

CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

28 Jun - 01 Jul 2020

Arabian Travel Market

Dubai World Trade Centre, Dubai, United Arab Emirates
08 Oct 2020

VAC 2020 (The Annual National Conference of Visitor Attractions)

Queen Elizabeth II Conference Centre, London, United Kingdom
+ More diary  
 


ADVERTISE . CONTACT US

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

©Cybertrek 2020

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
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