Barbie, Hot Wheels Entertainment Centers to Launch in 2020


Mattel will create the first multi-branded family entertainment centers featuring Barbie and Hot Wheels, with a global roll-out beginning in 2020.


The centers will feature immersive, hands-on play and entertainment experiences. Mattel’s brands will come to life through a mix of physical and digital play experiences. Experiences, including content and attractions, will be geared toward families with children ages 4–10.


The first of these Mattel-branded family entertainment centers is a 25,000-square foot space set to open in spring 2020 in Toronto. The centers, created in partnership with iP2Entertainment, will feature themed areas for Barbie, Hot Wheels and Mega Construx. Each themed area will offer a range of unique and creative play possibilities for kids and families.


Be Anything in this Barbie World

This experience draws on the brand’s mission to support 21st century learning skills through play – specifically creativity, communication and collaboration. It will also tap into the brand’s messaging that reaffirm girls can be anything they want.

A Hot Wheels Experience: Challenge Accepted

This experience taps kids’ challenger spirit by putting them in the driver’s seat for experiential activities. This includes customizing their own Hot Wheels car, designing race track, and creating custom rides they can experience on a massive racing simulator.

MEGA Construx—Constructing Your Own Experience

This MEGA experience challenges kids and families to design, build, and test their construction skills in the ultimate Mega Construx building scenarios.


In addition to these brand-themed areas, the centers will offer events such as family game night, experiential retail and food and beverage options.


“The family entertainment centers will extend the emotional connection of our brands with kids and allow Mattel to continue to bring wonder and imagination to families,” says Janet Hsu, chief franchise management officer, Mattel. “The family entertainment centers offer a powerful combination of physical and digital play that give kids the chance to interact with Barbie, Hot Wheels and Mega Construx through live events and experiences, gaming and content.”


Roger Houben, CEO, iP2Entertainment, said: “Our partnership with Mattel reimagines the indoor entertainment center experience, which, until now, has seen limited innovation for nearly four decades. Together, we’ll create brand new physical and digital play-based experiences for kids that will get them moving and engaged in ways that no small screen device could.”