China Leisure Development Co., (CLDC) and ViacomCBS have developed 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 16,000-square-foot FEC is now open at Shenzhen OCT Happy Harbour.
Nickelodeon Playtime immerses guests in the worlds of these iconic properties and invites them to play alongside their favorite characters, extending the brand experience beyond screens.
Commenting on the opening of the $4.6 million (RMB 30 million) attraction, 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.”
“JRA was honored to work with China Leisure and Nickelodeon on the design and development of Nickelodeon’s first FEC in China,” said Colin Cronin, Senior Project Director at JRA. “It was a pleasure helping to bring SpongeBob, Dora, Donatello, Marshall, and their friends to life, and we hope the attraction delights visitors from Shenzhen and beyond.”
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.
Note: China’s coronavirus restrictions were largely lifted in late Spring/early Summer 2020. Nickelodeon Playtime was designed in adherence to Chinese local, regional, and national safety guidelines.