Mattel has opened the doors to Mattel Play! Sevenum, a permanent attraction at the De Schatberg resort in Holland. The indoor play area features characters from brands including Thomas & Friends, Fireman Sam, Bob the Builder, Angelina Ballerina and MEGA.
Part of the larger Family Entertainment Centre Sevenum, Mattel’s interactive attraction covers half an acre. The year-round attraction expands on the seasonal nature of De Schatberg’s current location-based brand extensions.
Mattel Play! locations previously opened in the UK and UAE in 2016. Mattel Play! Liverpool is managed and operated by Heritage Great Britain PLC, while Mattel Play! Dubai is managed and operated by Meraas.
The launch of Mattel Play! Sevenum comes as brands continue to strengthen their global reach through location-based extensions. For Mattel, international growth for fiscal 2017 was driven by Latin America (with net sales up 1% to US$568 million and gross sales up 4% to US$675 million) and Asia Pacific (with net sales up 3% to US$453 million and gross sales up 5% to US$546 million).
Entertainment One, meanwhile, is partnering with Merlin Entertainments to launch the first-ever Peppa Pig World of Play in Shanghai later this year. Additionally, Nick Jr. and Nickelodeon Viacom Consumer Products are launching the Nick Jr. Adventure Centre in the UK.