The indoor theme parks will combine physical and digital play, and are geared towards children 4-10 years old.

As reported by Kidsscreen, Mattel has announced that it is developing a multi-branded theme-park, featuring Barbie, Hot Wheels and the building-focused brand Mega Construx. Created in partnership with the Amsterdam-based indoor entertainment company iP2Entertainment, the first 25,000-square-foot space will open in Toronto in spring 2020, followed by a global roll out.

Activities for kids and families to enjoy will include exploring a world filled with Barbie dolls, customising 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 such as family game nights, as well as retail, food and beverage options.

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