Barbie Glam
Consumer Products

Mattel gets into the theme park game

Opening in spring 2020, the indoor play centers will feature Barbie, Hot Wheels and Mega Construx.
May 2, 2019

Toyco Mattel is creating multi-branded theme-park, featuring Barbie, Hot Wheels and building-focused brand Mega Construx.

Created in partnership with Amsterdam-based indoor entertainment company iP2Entertainment, the first 25,000-square-foot space will open in Toronto in spring 2020, which will be followed by a global roll out. The indoor theme parks will combine physical and digital play, and are geared towards children four- to 10-years-old.

Activities will include exploring a world filled with Barbie dolls, customizing Hot Wheels car, designing race tracks and creating custom rides in a racing simulator. Families will also be challenged to design, build and test different constructions with Mega Construx. There will also be events, like family game nights, as well as retail, food and beverage options.

Mattel’s new centers may capitalize on the success of its most popular brands following its Q1 financial results, which touted the popularity of Barbie and Hot Wheels. Barbie sales increased 7% to US$163.5 million, and Hot Wheels saw an increase of 4% to US$150.5 million.

The toymaker is also the most recent name in the kids entertainment industry to take its brands out of the aisle and into its own theme parks. Competitor Hasbro signed a deal with LA-based Kilburn Live to create, build and operate themed family centers across the US and Canada last year. Meanwhile, Cirque du Soleil is also preparing to launch family entertainment centers, with its first one set to compete with Mattel’s when its doors open in Toronto in September.

 

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Online writer for Kidscreen. Have a story that's of interest to Kidscreen readers? Contact Ryan at rtuchow@brunico.com

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