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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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David Walliams, the comedian, actor and best-selling author, is partnering with the UK's Alton Towers Resort to bring characters from his children's books to life at the park in a new attraction: The World of David Walliams.
UK government invests £250m into cultural and creative infrastructure projects
Funding support for York's National Railway Museum, Coventry's 2021 UK City of Culture programme and infrastructure and maintenance work at local and regional museums across the country are all included in the UK Government's proposed new Culture Investment Fund.
Blackpool Museum to evoke lively spirit of UK's seaside entertainment heritage
A £13m (US$16.8m, €15.1m) project to create a museum that celebrates Blackpool's role in the development of British popular culture is moving forward, following the award of a £4m (US$5.2m, €4.7m) grant from the National Lottery Heritage Fund.
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QubicaAMF UK

QubicaAMF is the largest and most innovative bowling equipment provider with 600 employees worldwi [more...]
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RMA Ltd is a one-stop global company that can design, build and produce from a greenfield site upw [more...]
Polin Waterparks

Polin was founded in Istanbul in 1976. Polin has since grown into a leading company in the waterpa [more...]
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David & Lynn Willrich started the Company over thirty years ago, from the Audio Visual Department [more...]
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Animalive - Introducing AnimaChat!
Introducing AnimaChat, one operator can live-stream into multiple venues. Find out more...
More videos:
Experience the experience – Polin Waterparks & Pool Systems
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DIARY

29-31 Oct 2019

Mediterranean Resort & Hotel Real Estate Forum (MR&H)

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+ More diary  
 


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