China Leisure president, Linda Dong, talks to Attractions Management about the new Nickelodeon Playtime attraction in Shenzhen | attractionsmanagement.com news
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China Leisure president, Linda Dong, talks to Attractions Management about the new Nickelodeon Playtime attraction in Shenzhen
POSTED 28 Oct 2020 . BY Tom Walker
The attractions are centred around active and immersive play and include drop slides, themed soft play areas, foam pits, interactive games, climbing walls and playground obstacle courses Credit: Jack Rouse Associates
The Nickelodeon Playtime family attraction in Shenzhen, China is gearing up for its launch in November.

Developed in partnership by ViacomCBS and new leisure group, China Leisure, the family entertainment centre (FEC) will bring the likes of Spongebob Squarepants, Dora the Explorer, PAW Patrol and Teenage Mutant Ninja Turtles to life for the Chinese market.

China Leisure has worked with experience designers JRA and Forrec to create the 1,800sq m attraction, which features more than a dozen attractions across five themed zones and a performance stage.

The attractions are centred around active and immersive play and include drop slides, themed soft play areas, foam pits, interactive games, climbing walls and playground obstacle courses.

Aimed at children aged between two- and eleven-years-old, entry to the attraction costs US$30 for one child and one adult.

Speaking exclusively to Attractions Managementmagazine for an interview in the next edition, China Leisure president Linda Dong said the FEC sector could be "the future" of the attractions sector.

“We see rapid growth in family entertainment spending in China; Children's Entertainment Centres are really gaining a lot of traction here,” she said.

“Malls are actively looking for experience-based tenants right now – it's F&B and children's experiences that are really driving traffic.

“Theme parks are massively capital-intensive and much slower to build out in terms of government permits.

"FECs are very fast to build out and pretty much all the malls want them."

The attractions at Nickelodeon Playtime are child-directed, with no customer journey – families are able to choose how to use the facilities and in which order.

“We're seeing a growing trend for immersive play in China,” Dong said.

“It's not just about telling a really good story and having lots of themed lands and shows, it's about allowing the guest to create their own story.

"Our play is non directed – it's up to the families and kids to decide how they want to use the space. Chidlren have such great imaginations – our goal was to create amazing, immersive lands and zones for the kids to do their own thing in."

Dong was interviewed for the upcoming issue of Attractions Management. To make sure you don't miss out on your free digital edition, click here to sign up.

Sign up here to get the Attractions Management weekly ezine and every issue of Attractions Management magazine free on digital.
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NEWS
China Leisure president, Linda Dong, talks to Attractions Management about the new Nickelodeon Playtime attraction in Shenzhen
POSTED 28 Oct 2020 . BY Tom Walker
The attractions are centred around active and immersive play and include drop slides, themed soft play areas, foam pits, interactive games, climbing walls and playground obstacle courses Credit: Jack Rouse Associates
The Nickelodeon Playtime family attraction in Shenzhen, China is gearing up for its launch in November.

Developed in partnership by ViacomCBS and new leisure group, China Leisure, the family entertainment centre (FEC) will bring the likes of Spongebob Squarepants, Dora the Explorer, PAW Patrol and Teenage Mutant Ninja Turtles to life for the Chinese market.

China Leisure has worked with experience designers JRA and Forrec to create the 1,800sq m attraction, which features more than a dozen attractions across five themed zones and a performance stage.

The attractions are centred around active and immersive play and include drop slides, themed soft play areas, foam pits, interactive games, climbing walls and playground obstacle courses.

Aimed at children aged between two- and eleven-years-old, entry to the attraction costs US$30 for one child and one adult.

Speaking exclusively to Attractions Managementmagazine for an interview in the next edition, China Leisure president Linda Dong said the FEC sector could be "the future" of the attractions sector.

“We see rapid growth in family entertainment spending in China; Children's Entertainment Centres are really gaining a lot of traction here,” she said.

“Malls are actively looking for experience-based tenants right now – it's F&B and children's experiences that are really driving traffic.

“Theme parks are massively capital-intensive and much slower to build out in terms of government permits.

"FECs are very fast to build out and pretty much all the malls want them."

The attractions at Nickelodeon Playtime are child-directed, with no customer journey – families are able to choose how to use the facilities and in which order.

“We're seeing a growing trend for immersive play in China,” Dong said.

“It's not just about telling a really good story and having lots of themed lands and shows, it's about allowing the guest to create their own story.

"Our play is non directed – it's up to the families and kids to decide how they want to use the space. Chidlren have such great imaginations – our goal was to create amazing, immersive lands and zones for the kids to do their own thing in."

Dong was interviewed for the upcoming issue of Attractions Management. To make sure you don't miss out on your free digital edition, click here to sign up.

Sign up here to get the Attractions Management weekly ezine and every issue of Attractions Management magazine free on digital.
RELATED STORIES
Work restarts on Nickelodeon's giant indoor theme park in China


Construction on the Mall of China, a US$750 m (£647m, €688m) development in Chongqing City, China, has recommenced after developers were given the green light to continue.
PAW Patrol-themed area to open at Movie Park Germany


Movie Park Germany has announced an extension of its partnership with Nickelodeon, which will see the opening of a new themed area dedicated to children’s the entertainment brand's PAW Patrol TV series later this quarter.
Viacom abandons plan for underwater Nickelodeon resort and theme park as developer hits out against fake news surrounding project


Viacom has pulled out of controversial plans to create an underwater Nickelodeon resort and theme park in the Philippines, though its developer has announced its intention to push on, hitting out against fake news which has threatened to sink the project.
MORE NEWS
Museum operators using AR to take their exhibits global
Two leading museum operators in the UK have partnered with an augmented reality specialist to present holographic exhibits and experiences for students around the world.
John McAslan + Partners-designed M7 cultural hub and museum opens in Doha
A new creative hub in Doha looks to position itself as the new heart of Qatar’s fashion and design industry – as well as a public showcase for innovation and entrepreneurship in the region.
North American and Japanese attractions dominate 2021 Thea Awards
North America and Japan-based visitor attractions and businesses picked up 14 of the 19 Thea Awards this year.
IAAPA news: VRstudios and Creative Works launch 'Fury' VR attraction
VRstudios and Creative Works have launched a new VR-based multiplayer attraction.
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QubicaAMF UK

QubicaAMF is the largest and most innovative bowling equipment provider with 600 employees worldwi [more...]
Clip 'n Climb

Clip ‘n Climb currently offers facility owners and investors more than 40 colourful and unique Cha [more...]
DJW

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

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

Giving the Gift of an experience has limitless benefits
As we emerge from the clutches of Covid and our freedom of movement is fully restored, giving the gift of an experience is more appealing than ever before. [more...]
VIDEO GALLERY

Proslide Tech Inc - ProSlide | Atlantis Dubai
More videos:
+ More videos  

CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

01-07 Dec 2022

World Leisure Congress 2022

tbc, Dunedin, New Zealand
+ More diary  
 


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