The Nickelodeon brand is coming to the European family entertainment centre market following a new partnership between Viacom International Media Networks and Spanish leisure park operator Parque Reunidos.
Source: Parque Reunidos
The first of the new FECs is slated to open in Spain next year.
This new deal expands the existing partnership between VIMN and Parques Reunidos, which included the successful launch of Nickelodeon Land at Parque de Atracciones in Madrid and Nickland at Movie Park, Germany. This latest venture marks the pair’s first foray into the FEC business.
“Our goal at Nickelodeon is to be everywhere kids are and we’re excited to diversify our portfolio to bring the Nickelodeon brand and characters to life through these new family entertainment centres,” said Gerald Raines, senior vice president, global recreation at VIMN. “Parques Reunidos has been a great partner and we’re thrilled to expand our relationship to create another great entertainment experience for families in Europe.”
The first location opening in Murcia’s Centro Comercial Thader, owned by Metrovacesa, a leading operator of shopping malls in Spain, will cover 34,000sq.ft. The space will be equipped with interactive activities, an adventure zone, a dedicated space for younger members of the family and Nickelodeon-themed rooms for parties.
Fernando Eiroa, CEO of Parques Reunidos, said: “We look forward to bringing this new entertainment experience to shopping malls in collaboration with Nickelodeon and its characters. We are certain that Nickelodeon’s magic, in such an innovative and unique space, will become a significant landmark for local residents, not only in Murcia but also the surrounding area.”
According to Pedro Cortés, general manager, business strategy and development at the company, this is the “first step in an ambition and promising project.”
“It will soon be followed by important agreements to develop family entertainment centres with leading shopping mall operators in several European countries,” he added.
