Mattel to open first ‘Mission: Play!’ European FEC in Berlin
Upcoming Berlin urban development Potsdamer Platz has announced that “Mission: Play!”™, Mattel’s first European entertainment experience will open in Spring 2022, as part of Brookfield Properties’ relaunch of the estate.
The 4,000 square meters center will bring Mattel’s iconic brands to life through themed zones
for Barbie, Hot Wheels and Mega Bloks. The center will combine physical and digital play experiences as well as offering educational programs, events and experiential retail.
The site will be developed by iP2Development B.V. and operated by Planet Leisure Germany GmbH.
The Mattel-branded family entertainment center reflects Brookfield’s vision in re-launching Potsdamer Platz as Berlin’s premier lifestyle, food and entertainment destination for all age groups. In 2020, Brookfield Properties relaunched a major redevelopment of the Arkaden shopping centre which will include around 90 shops and flagship shops of well-known brands from the fields of gastronomy, sport & entertainment, mobility & leisure, among others.
Mattel’s entertainment centre will be located inside the new Arkaden at Potsdamer Platz, Berlin.
Jonathan Doughty, Global Head of Foodservice, Leisure and Placemaking at shopping centre operator ECE Maketplaces, said: “Shopping centres are increasingly turning into shopping, leisure and entertainment destinations where people can meet, make new experiences and spend their free time… We are very pleased that we were able to attract Mattel with their Mission Play concept as another anchor tenant which at the same time marks their market entry in Europe with this concept.”
Roger Houben, CEO at iP2Development, added: “Lifestyle malls such as Potsdamer Platz have a need for a diversified offering of entertainment whereby iP2 is aiming at the high end of the offering. Our partnership with Mattel reimagines the indoor entertainment centre experience and the gamification system will be delivering all the fun challenging elements found in games to drive customer engagement and repeat visitation. We are creating a meaningful community for the children where they will learn by having fun, all
the playful activities heighten creativity, boost critical thinking and improve collaborative ad communicative skills.”