Toy brand Mattel will open a 4,000sq.m family entertainment centre in a major tourist area of Berlin next year.
Source: Mattel
The Mission: Play! location will be in Potsdamer Platz, a major entertainment area of the German capital. It will be Mattel’s first European entertainment experience and should have its doors open by spring of next year.
It will contain themed areas for Barbie, Hot Wheels and Mega Bloks, with physical and digital play experiences and edutainment, events and experiential retail.
The site will be developed by iP2Development and operated by Planet Leisure Germany.
Potsdamer Platz is a major lifestyle, food and entertainment destination and is currently undergoing a redevelopment of the Arkaden shopping centre to include 90 shops, food and major names in sport and entertainment. The new Mattel venue will be inside the redesigned Arkaden.
Roger Houben, CEO at the Amsterdam-based iP2Development, said: “Lifestyle malls such as Potsdamer Platz have a need for a diversified offering of entertainment where we aim at the high end of the offering. Our partnership with Mattel reimagines the indoor entertainment centre experience and the gamification system will be delivering all the fun challenging elements found in games to drive customer engagement and repeat visitation.
“We are creating a meaningful community for the children where they will learn by having fun, all the playful activities heighten creativity, boost critical thinking and improve collaborative and communicative skills.”
