The first Nickelodeon-branded location-based entertainment outlet in China opened in December at OCT Happy Harbour in Shenzhen. Called Nickelodeon Playtime, attraction design company JRA has master-planned the development, which will immerse children in the worlds of a number of popular Nickelodeon IPs.
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| SpongeBob is one of the four Nickelodeon IPs featured in the new attraction - CREDIT: NICKELODEON/CHINA LEISURE |
Nickelodeon Playtime was developed by China Leisure Development Co together with ViacomCBS International Networks (formally Viacom International Media Networks) and experience designer JRA. It is a RMB 30 million project ($4.6m).
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| The FEC sits inside a 1,000,000sq m (0.38sq mi) shopping complex, which features a large outdoor retail and entertainment section - Credit: Nickelodeon/China Leisure |
The indoor facility features intellectual property including Paw Patrol, Dora the Explorer, SpongeBob SquarePants and Teenage Mutant Ninja Turtles (TMNT). The latter two have particularly good local recognition according to China Leisure president, Linda Dong.
Spread over two floors, the family entertainment centre offers “many experiences big and small,” Dong told Blooloop. “Many are playground attractions, but we’ve put a story through all of them.”
Interactive IP-led experiences
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| The Teenage Mutant Ninja Turtles zone sees kids train to be a ninja in the streets and alleyways of New York City - Credit: Nickelodeon/China Leisure |
One of the signature attractions is a multimedia experience developed by Holovis for the SpongeBob zone. Guests are given fishing nets and asked to catch jellyfish on three walls, together with SpongeBob and Patrick. The game is as repeatable as it is colourful.
In the TMNT zone, kids become ninjas in training and complete a number of challenges. Such as Raphael’s drop slide challenge, Michelangelo’s halfpipe challenge or Splinter’s ninja dojo training. In the Paw Patrol zone, a focal point is the lookout tower and its 4-metre slide. Children can also activate the lights, sirens and other interactive features in Marshall’s fire truck and Chase’s police car.
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| The Paw Patrol zone focuses on open-ended play, with kids exploring Adventure Bay and going on rescue missions - Credit: Nickelodeon/China Leisure |
Much of the theming was carried out by China Leisure’s own team. Retail and food & beverage opportunities are also featured.
Whilst the mixed-use OCT Happy Harbour development boasts around 1 million square metres of retail space, Nickelodeon Playtime has a modest 1,500 sq m footprint, with experiences spread over two floors. Capacity, therefore, is limited, and families are encouraged to book in advance for a three-hour time slot.
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| Retail is included in the attraction, with a Nickelodeon-themed shop selling merchandise based on the featured brands - Credit: Nickelodeon/China Leisure |
Dong says that there have already been some “very successful, really beautiful premium products” in the local FEC market. “The difference between us and them is we are all about immersive play; really immersing guests into the world of their favourite characters.”
10 new FECs across China
China Leisure is also a partner in the 28,000-square-metre Nickelodeon Universe at the upcoming Mall of China.
However, the scope of the indoor theme park, first announced in 2018, means it is taking longer to develop than Nickelodeon Playtime. Designed by FORREC, it was originally due to open in December 2020. Like the mall, it suffered delays earlier in the year due to the coronavirus. Mall of America/American Dream owner Triple Five is part of the development team, along with the Jiayuan Group.
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| Dora is the name and exploring is the game for Dora The Explorer. Inside the special themed zone, kids are encouraged to climb and explore the area - Credit: Nickelodeon/China Leisure |
A family firm, China Leisure plans to develop up to 10 FECs around the country over the next three to five years. Many of these will be allied to shopping centres.
“We will work with top tier IPs to bring their brand and product into the Chinese market,” says Dong. “Given where commerce is heading, I see there being a lot of demand for projects like ours as attraction anchors.”
“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.
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| In the Fry Cook Academy, kids play chef, with parents able to order a mealm which is then fulfilled under the watch of the FEC’s operators - Credit: Nickelodeon/China Leisure |
The company’s next project, in Beijing, will be built in partnership with Hasbro. Construction will start soon, and it could open before the end of 2021. JRA is on board again in a design capacity.
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| The Nick Café is generally themed and features a meet and greet stage for special appearances from Nickelodeon characters - Credit: Nickelodeon/China Leisure |
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.”
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.
Originally published: Tuesday, January 26, 2021 at 03:00.
Additional sources: Planet Attractions, InPark Magazine.
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