Parques Reunidos, Viacom International Media Networks (VIMN), a division of Viacom Inc., and intu have reached an agreement to develop a Nickelodeon-themed indoor family entertainment centre in a retail destination in the United Kingdom.
This announcement represents the latest development from Parques Reunidos and VIMN to develop family entertainment centres throughout Europe. intu Lakeside, which is on the outskirts of London, and is one of the busiest and most successful centres in the UK, will be home to this new Nickelodeon branded family entertainment centre.
The new family entertainment centre will provide 50,000ft² (4,645m²) of pure entertainment and is expected to open in 2018. It will be highly interactive with a large variety of adventure zones, dedicated space for the younger members of the family, numerous attractions and Nickelodeon-themed rooms perfect for birthday parties and family get-togethers. Kids and families will be delighted by the colourful décor and experiences like character meet-and-greets featuring some of Nickelodeon’s most beloved characters, such as SpongeBob SquarePants, Dora the Explorer, Teenage Mutant Ninja Turtles, PAW Patrol and The Fairly OddParents. Building on intu Lakeside’s highly successful catering offer, it will have a dedicated food and beverage area and Nickelodeon retail space.
Fernando Eiroa, CEO of Parques Reunidos, commented “we are very pleased to continue applying our knowledge in the development and management of leisure parks to create these new family experiences in shopping centres and, particularly, of doing so in collaboration with Nickelodeon and intu. Shopping centres have evolved into spaces where families spend time together and Parques Reunidos shares intu’s vision of transforming the experiences lived in these centres to make them into wonderful memories. Therefore, we are delighted to continue working with Nickelodeon, whose characters will provide the perfect magical environment.”
“Family Entertainment Centres are an important element of Nickelodeon’s recreation strategy - and Parques Reunidos is a longstanding partner across our recreation offerings,” said Gerald Raines, senior vice president, global recreation for Viacom International Media Networks. “Our goal at Nickelodeon is to be everywhere kids are, and we’re excited to diversify our portfolio to bring the Nickelodeon brand and characters to life through these new Family Entertainment
Centres.”
“It is our goal to create innovative and compelling experiences for all our visitors and by working with Parques Reunidos and Nickelodeon we will be able to offer a new and exciting experience at one of the busiest and most successful centres in the UK. This partnership is the next phase of our masterplan for intu Lakeside, which already has an annual footfall of 23 million, and will see us take our first step in creating a new and compelling leisure experience that lasts from early morning through to late evening,” said Martin Breeden, development director at intu. “We’re curating a new and compelling experience bearing all the hallmarks of the intu brand for our loyal catchment that will increase dwell time and visit frequency. The Nickelodeon Family Entertainment Centre, which will be elegantly integrated into the existing centre, will anchor the new leisure development.“
