JRA (Jack Rouse Associates)

24 September 2020

JRA-Designed Nickelodeon Playtime FEC to Open in China Q4 2020

China Leisure Development Co., (CLDC) and ViacomCBS have inked a deal to develop a Nickelodeon-themed Family Entertainment Center (FEC) in the city of Shenzhen, China. Comprising four attraction zones featuring SpongeBob SquarePants, PAW Patrol, Dora the Explorer, and Teenage Mutant Ninja Turtles, as well as Nickelodeon branded retail and a sit-down play café, the FEC is expected to open in Q4 2020 at Shenzhen OCT Happy Harbor.

Nickelodeon Playtime will immerse guests in the worlds of these popular iconic properties and invite them to play alongside their favorite characters, extending the brand experience beyond screens. JRA provided master planning, writing and content development, attraction design, and graphic design for this whimsical family attraction.

Commenting on the announcement, Linda Dong, President of China Leisure said “We are thrilled to be partnering with Nickelodeon to bring their highly popular brands to life in an FEC format. We see rapid growth in family entertainment spending in China and strong demand from shopping centers for experiential products. Nickelodeon Playtime is part of our strategy to capitalize on this trend.”

Gerald Raines, Senior Vice President, Global Location Based Experiences, ViacomCBS, added: “Connecting with audiences on-the-ground through immersive experiences remains an integral part of Nickelodeon’s global business. We are proud to partner with China Leisure to launch Nickelodeon Playtime and bring the brand and its iconic characters to families in Shenzhen and the surrounding areas.”

China Leisure Development Co., Ltd. is a Hong Kong company dedicated to developing and managing world-class leisure experiences and projects in China including family entertainment centers, theme parks, water parks and resorts.

ViacomCBS Networks International, a unit of ViacomCBS Inc. (NASDAQ: VIAC), is comprised of many of the world’s most iconic consumer brands. Its portfolio includes Network 10, Channel 5, Telefe, Viacom International Studios, Nickelodeon, MTV, Comedy Central, BET, Paramount Network and Pluto TV among others. In addition to offering innovative streaming services and digital video products, ViacomCBS Networks International provides powerful capabilities in production, distribution and advertising solutions for partners on five continents and across more than 180 countries.

Posted by Clara Rice

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