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Nick hits the mall for its first theme park foray

Some 43 million consumers pass through Minneaopolis, Minnesota's Mall of America each year, and come 2008, they'll be able to spend some time with SpongeBob and co. while there. Nickelodeon is getting into the theme park fray by rebranding the Mall's giant seven-acre indoor amusement park.
March 1, 2007

Some 43 million consumers pass through Minneaopolis, Minnesota’s Mall of America each year, and come 2008, they’ll be able to spend some time with SpongeBob and co. while there. Nickelodeon is getting into the theme park fray by rebranding the Mall’s giant seven-acre indoor amusement park.

Promising fresh designs, new rides and attractions based on Nick properties, construction is slated to begin in the next few months, with an opening date sometime in spring 2008.

An official name for the park is still in the works, but Nick’s team has already dug into the fun part of the planning process – choosing the rides. First up is The Avatar Airbender rollercoaster, the park’s inaugural upside-down coaster that will take up the entire northwest corner of the space. Live events featuring costumed characters with an interactive component, and branded concession stands built around healthy-food themes are also part of the deal.

And taking advantage of the unique Mall of America setting, Nick is also establishing its largest retail outlet on site- a 4,000-square-foot emporium that will offer a host of Nick merch. The store is expected to launch in conjunction with the park.

About The Author
Gary Rusak is a freelance writer based in Toronto. He has covered the kids entertainment industry for the last decade with a special interest in licensing, retail and consumer products. You can reach him at garyrusak@gmail.com

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