A large area accommodating up to 12 Nickelodeon-branded rides and attractions, inspired by hit properties including SpongeBob SquarePants, Dora the Explorer and Teenage Mutant Ninja Turtles, is planned to start construction in 2017, and expected to open in 2019.
IMG Worlds operates Dubai’s IMG Worlds of Adventure theme park, which is touted as the world’s largest indoor family entertainment venue. The IMG Worlds of Legends theme park will be adjacent and more than twice the size.
“We are working with IMG to develop a Nickelodeon park within their larger Worlds of Legends theme park which is the phase two of their Worlds of Adventure theme park that opened earlier this year,” Gerald Raines, Senior Vice President (SVP), Global Recreation Business Development, Nickelodeon, said in an interview.
“The Nickelodeon area will be part of a park with other non-Nick properties, including Cartoon Network and Marvel,” he added. Though details of its size are being kept under wraps, it is expected to be one of the largest Nickelodeon parks in the world.
Lennard Otto, Chief Executive Officer of IMG Worlds of Adventure speaks during a press conference at the IMG Worlds of Adventure park, in Dubai, United Arab Emirates, Tuesday, Dec. 6, 2016. The Dubai developer that recently opened the world's largest indoor theme park now plans an even bigger attraction next door. The Ilyas and Mustafa Galadari Group said Tuesday that its planned IMG Worlds of Legends park will spread across more than 2 million square feet (186,000 square meters) near the existing IMG Worlds of Adventure, which opened at the end of August. (AP Photo/Kamran Jebreili)
IMG Worlds of Legends will also feature attractions based on Power Rangers and Raving Rabbids.
The new Dubai park is the latest addition to Nickelodeon-branded attractions around the globe, including the recently-opened Nickelodeon Hotels and Resorts in Punta Cana in the Dominican Republic; Nickelodeon Lost Lagoon in Malaysia; Nickelodeon Land at Parque de Atracciones de Madrid in Spain; and Nickelodeon Land at Blackpool Pleasure Beach in the U.K. Nickelodeon theme parks in the U.S. include Nickelodeon Universe in Minneapolis’ Mall of America in the U.S. and Nickelodeon attractions at Universal Studios in Orlando, Fla., and Hollywood.
Upcoming Nickelodeon-branded attractions include a Nickelodeon-themed indoor family entertainment centre at intu Lakeside in the UK, set to open in 2018, and a new Nickelodeon Universe at American Dream.
“Our U.S. base is strong but we are seeing the most growth in this sector internationally, where there are emerging markets that are craving Western IPs,” Raines noted.
For Viacom, the Dubai theme park is clearly a significant step in Nickelodeon’s growth strategy in the Middle East, where in 2015 it launched three tailor-made branded channels, two of which, Nickelodeon HD and Nick Jr. in English and Arabic, are on Dubai-based OSN, the region’s leading pay-TV player. Earlier this year Viacom launched Comedy Central with a dedicated Spike block on OSN, and opened a flagship Nickelodeon Store in the Dubai mall.
“Our Arab channels are working very well and our Nickelodeon Play apps are going especially strong in a region where 44% of kids consume their content digitally,” said Raffaele Annecchino, President and MD of Viacom International Media Networks Southern & Western Europe, Middle East and Africa. “We want Nickelodeon to be the top kids’ brand in the Arab world,” he added.
IMG Worlds of Legends in Dubai will have nine “zones” spread over more than eight acres, including dedicated Mattel and Ubisoft areas, besides Nickelodeon. It is planned to open by the end of 2019.
“IMG Worlds continues to attract truly international brands to Dubai,” said Leonardo Otto, CEO of IMG Worlds, in a statement. “We are now one of the principal players in the theme-park industry.”
Below is IMG Worlds of Adventure's official press release announcing the exciting news, via their official Media Center:
IMG WORLDS UNVEILS NEWEST THEME PARK “IMG WORLDS OF LEGENDS”
IMG Worlds, Dubai-based owner and operator of the world’s largest indoor theme park, IMG Worlds of Adventure, announces the launch of its latest project, IMG Worlds of Legends.
With nine unique zones spread across over 2 million square feet, IMG Worlds of Legends will feature some of the most exciting and popular brands in the world, making it one of the biggest global licensing deals of its kind.Attractions will include characters from global brands, such as:
* Nickelodeon
- Teenage Mutant Ninja Turtles
- Dora the Explorer
- SpongeBob SquarePants
* Ubisoft®
- Assassin’s Creed®
- Raving Rabbids®
- Just Dance®
* Saban Brands
- Saban’s Power Rangers
* Pokémon
* Mattel
- Barbie® doll
- Hot Wheels®
- Bob the Builder™
- Thomas & Friends™
- Mega Bloks®
* The Animé Zone
- Toei Animation: Dragon Ball Z and One Piece
- TV TOKYO: Naruto
* Cartoon Network (a partner in IMG Worlds of Adventure)
- We Bare Bears
- Other hit and classic brands to be revealed
* IMG Worlds’ proprietary brands
- Legends of Arabia
- Lost Valley – Dinosaur Adventure
IMG Worlds of Legends, situated adjacent to IMG Worlds of Adventure, will feature futuristic interactive rollercoasters, state-of-the-art rides, breath-taking water-based attractions, and spectacular live entertainment. With its temperature-controlled environment and retractable roof, guests are offered the choice of enjoying the thrilling rides safely protected from the desert heat in summer or basking in the sun on the sky-high coasters in winter as IMG Worlds of Legends is open 365 days a year, offering the best of both worlds.
Owned and operated by IMG Worlds, IMG Worlds of Legends will offer a fully immersive experience, with each zone in the theme of a different imaginary world, complete with 104,000 square feet of food and beverage space and 102,000 square feet of retail space.
Commenting on the announcement, Ilyas and Mustafa Galadari, owners of the Ilyas & Mustafa Galadari Group, said:
“We are building on the success of IMG Worlds of Adventure with the next phase of growth – IMG Worlds of Legends. We are committed to bringing the boldest, most dynamic attractions to Dubai, combining innovative rides with value entertainment for the whole family.”
“We are encouraged to look to the future as Dubai races towards fulfilling the vision of His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, to attract 20 million visitors to the emirate by 2020. We are fast becoming the family entertainment capital of the Middle East with high growth prospects that permit us to plan for the long term. We look forward to welcoming residents as well as visitors from the region and abroad to enjoy a unique theme park adventure like no other.”
Lennard Otto, CEO of IMG Worlds, added:
“IMG Worlds continues to attract truly international brands to Dubai and we are now one of the principal players in the global theme park industry. We have executed on our brand portfolio strategy, bringing together the biggest names in the industry under one umbrella to create the ultimate leisure and entertainment destination. IMG Worlds of Legends has beloved characters, dynamic rides, interactive attractions, and incredible architectural engineering across nine distinct zones, spanning over 2 million square feet.
”IMG Worlds of Legends will connect to IMG Worlds of Adventure via a state-of-the-art sky bridge, which will double as a gateway to the park. There will also be a pedestrian walkway, allowing easy transit between the two parks. Guests will be able to purchase tickets to each park separately or choose a multiple park pass for the ultimate day out for families and friends.
