Al Hokair Group and Mattel have opened a new location-based entertainment (LBE) experience in the Middle East.
The 4,000-square-metre family entertainment centre (FEC), named ‘Mission: Play! by Mattel’, has debuted at the Galleria Al Maryah Island, a shopping centre in Abu Dhabi.
It features three zones themed to Barbie, Hot Wheels and Mega (Mattel’s building sets). These offer physical and digital play for children of all ages and skill levels.
The new FEC is also home to an events space, a cafe, and a retail outlet selling exclusive merchandise.
“Mission: Play! by Mattel is where adventure can be played out in endless ways,” said Julie Freeland, vice president of global LBE at Mattel.
“This new family entertainment center allows Mattel to continue bringing wonder to families through truly unique experiences where play has no boundaries.”
Al Hokair Group will operate the FEC under the lease with Al Maryah Retail Company, the shopping mall’s asset manager.
Mishal Al Hokair, Al Hokair Group’s deputy CEO, said the company is “always looking for new and innovative ways to bring families together and provide them with memorable experiences”.
Mattel’s global LBE expansion
Mark Ruffley, CEO of Al Maryah Retail Company, added: “The addition of this extraordinary destination complements our world-class entertainment offering and will significantly enhance leisure and entertainment options for the Abu Dhabi community with more exclusive brands and first-to-the-region concepts.”
Earlier this year, Mattel and Epic Resort Destinations announced plans for a second Mattel Adventure Park, this one in Kansas City, Missouri.
The Kansas City location will provide the same attractions confirmed for the Mattel theme park in Glendale, Arizona, including two Hot Wheels coasters, a Barbie Beach House, and Thomas & Friends attractions.
Al Hokair Group operates 90 entertainment centres and 35 hotels in Saudi Arabia, the UAE and Egypt.
Images courtesy of Mattel and Al Hokair Group
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