Mattel has detailed it plans to create a global network of family entertainment centres featuring Barbie and Hot Wheels by 2020.
The centres, which will begin to pop up worldwide next year, will feature immersive, hands-on play and entertainment experiences with the aim of bringing Mattel’s popular brands to life by combining physical and digital play.
These experiences will include content and attractions and will be aimed at families with children aged four to ten.
The first of these Mattel-branded family entertainment centres is a 25,000-square foot space set to open in spring 2020 in Toronto. The centres, to be created in partnership with iP2Entertainment, will feature themed areas for Barbie, Hot Wheels and Mega Construx.
The messaging will reflect that across Mattel’s brand portfolio. The Barbie areas will reaffirm that girls can be anything they want as they explore the world of Barbie, while Hot Wheels will ‘ignite kids’ challenger spirit’ by putting them in the driver’s sea for experiential activities.
Kids and families will also be challenged to design, build and test their construction skills in the Mega Construx building areas.
On top of this, the centres will offer events such as family game night, experiential retail and high-quality food and beverage options.
“The family entertainment centres will extend the emotional connection of our brands with kids and allow Mattel to continue to bring wonder and imagination to families,” said Janet Hsu, chief franchise management officer, Mattel.
“The family entertainment centres offer a powerful combination of physical and digital play that give kids the chance to interact with Barbie, Hot Wheels and Mega Construx through live events and experiences, gaming and content.”
Roger Houben, CEO, iP2Entertainment, added: “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.”