Mattel has moved into Berlin’s Potsdamer Platz to open its first European entertainment experience, Mission: Play, a 4,000 square meter family entertainment centre in the middle of the capital’s tourist sector.
The toy brand’s latest enterprise will arrive as part of the redevelopment plans of the Arkaden shopping centre as it looks to bring in around 90 new shops, restaurants, and major names in sport and entertainment.
The new Mattel venue will house themed areas for Barbie, Hot Wheels, and Mega Bloks, and will boast an array of physical and digital play experiences, as well as edutainment, events, and experiential retail.
The site will be developed by iP2Development and operated by Planet Leisure Germany.
Roger Houben, CEO at the Amsterdam-based iP2Development, said: “Lifestyle malls such as Potsdamer Platz have a need for a diversified offering of entertainment where we aim at the high end of the offering. Our partnership with Mattel reimagines the indoor entertainment centre experience and the gamification system will be delivering all the fun challenging elements found in games to drive customer engagement and repeat visitation.
“We are creating a meaningful community for the children where they will learn by having fun, all the playful activities heighten creativity, boost critical thinking and improve collaborative and communicative skills.”