American toy business, Mattel, has partnered with out-of-home experience business, iP2Entertainment, to bring a network of indoor, interactive entertainment centres to the world.
The Mattel-branded centres will feature brands Barbie and Hot Wheels and will begin rolling out in 2020, with the first location to open in Toronto.
The centres will aim to bring Mattel's biggest brands to life, by combining digital and physical play. The immersive, hands-on experiences – which will feature both content and attractions – will be geared towards families and kids aged four to 10.
The centres will create distinctly segmented areas for Barbie, Hot Wheels and Mega Construx and will each have their own play possibilities. The centres will also offer events such as family game night, experiential retail and high-quality food and beverage options.
Chief franchise management officer at Mattel, Janet Hsu, said that the centres will strengthen the consumer's connection to the brands.
"The family entertainment centers will extend the emotional connection of our brands with kids and allow Mattel to continue to bring wonder and imagination to families.
"The family entertainment centers 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."
CEO of iP2Entertainment, Roger Houben, said that the partnership with Mattel will go towards reimagining the way entertainment centre's are executed.
"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."
The first location in Toronto will occupy 25,000 square feet and will open in Spring 2020.