The Middle East and North Africa will welcome Barbie, Hot Wheels and Thomas & Friends branded events, among others.
The collaboration includes Barbie, Hot Wheels, Thomas & Friends, Fireman Sam, Bob The Builder, Barney and Mega Bloks, in addition to the Mattel games portfolio including Uno, Pictionary and Scrabble.
Commenting on this partnership, the general manager of Spacetoon Event, Ahmad Weiss, said: “The diversity found in Mattel’s portfolio provided us with the opportunity to deliver new experiences to MENA. Our goal now is to reinforce the success of these brands in the region by organising entertaining events that will attract kids and families and turn into the best entertainment destination.”
The results of this partnership have already started to take place on the ground, as General Entertainment Authority chose the Eid season to kick-off several events across a number of malls in Saudi Arabia. The Dubai-based company, in cooperation with GEA Saudi Arabia, made an impact in KSA with a Barbie-branded activity area, which is a part of the brand’s global campaign You Can Be Anything. The event included several STEM based activities, reaffirming that girls can be anything they want.