Viacom International Media Networks (VIMN) continues to grow its location-based brand extensions by expanding Nickland at Germany’s Movie Park theme park with the addition of the PAW Patrol-themed zone Adventure Bay (pictured). Adventure Bay is set to open in May and will span 1,800 square meters, featuring an off-road convoy ride, a boat ride, a playground and photo opportunities with PAW Patrol characters.
The announcement follows hot on the heels of the December launch of Nickelodeon Adventure at the Spain-based shopping mall and entertainment center Madrid Xanadú, in partnership with Parques Reunidos. The branded zone features characters from IPs like SpongeBob SquarePants, Teenage Mutant Ninja Turtles and PAW Patrol.
Additionally, VIMN Asia announced in July that it would partner with Mall of China developers Jiayuan Group, China Creation Group and Triple Five Group to co-develop Nickelodeon’s first indoor theme park in Asia. Slated to open its doors in the Mall of China complex in Chongqing in December 2020, the entertainment center will be Nick’s largest indoor theme park at nearly seven acres.
Viacom’s global location-based brand extension business includes hotels and resorts, theme parks, live shows, exhibitions, 4D films, cruises and family entertainment centers.