Mattel to open first Mission Play! centre

Published on: 24th February 2021

The Mission Play! centre will open in Berlin in 2022, part of the re-launch of Potsdamer Platz as a leading entertainment destination in the city.

The centre will be the first of its kind in Europe, bringing to fruition the first steps in global plans first drawn up several years ago, that had been put on hold due to the Covid-19 pandemic. The Berlin Mission Play! centre will see the Mattel branded attraction serve as an anchor tenant for the redevelopment. Jonathan Doughty of shopping centre operator ECE Maketplaces commented: “Shopping centres are increasingly turning into shopping, leisure and entertainment destinations where people can meet, make new experiences and spend their free time.”

The 4,000sq m centre will bring Mattel’s iconic brands to life through themed zones for Barbie, Hot Wheels and Mega Bloks. The centre will combine physical and digital play experiences as well as offering educational programmes, events and experiential retail. Visitors are invited to join Barbie in a world where ‘You Can Be Anything’, take on a challenge with Hot Wheels and exercise their imaginations when building amazing creations with Mega Bloks.

The Mattel-branded family entertainment centre will play a key role in the relaunch of the iconic Potsdamer Platz as a premier lifestyle, food and entertainment destination for all age groups in Berlin city centre.

Julie Freeland, senior director of Global Location Based Entertainment at Mattel, Inc. said: “Mission: Play! is where kids will be able to play out adventure in endless ways. This family entertainment centre allows Mattel to continue bringing wonder to families and will extend the emotional connection of our iconic brands in truly unique experiences where play has no boundaries. We are excited to be partnering with premiere leaders in the industry to bring this experience to life.”

Karl L. Wambach, executive vice president, Europe at Brookfield Properties, said: “We are very pleased to welcome Mattel to Potsdamer Platz in the near future. The opening of Mattel’s first family entertainment centre in Europe marks a major milestone in the redevelopment of Potsdamer Platz.”




Friday Blog

Plan ‘A’ all the way …it’s the Friday Blog!

Little Tikes launches Rescue Tales for autumn/winter

PoundToy launches ‘authentic’ new TV campaign

The Point.1888 appoints Hornby’s Aurélie Dilain-Waclawski

John Lewis retains cautious outlook despite greatly improved first half results

YouTube’s Vlad & Niki surpasses 200m subscribers worldwide

Spielwarenmesse Toy Business Forum to bolster ToyAcademy expertise

Bratz is back with special 20th anniversary dolls

Wild response to PlayMonster UK’s #FairiesForNature campaign

Disguise recruits pair to lead EMEA market growth