Experiences are the future, and Mattel just announced a big one for families with kids ages 4 to 10.

The company revealed plans to create its first multi-branded family entertainment centers featuring Hot Wheels, Barbie, and Mega Construx. Offering immersive hands-on play experiences that marry Mattel’s brands to the worlds of physical and digital play, the centers will begin a global rollout in 2020. The first location is a 25,000-square foot space that will open next spring in Toronto.

“The family entertainment centers will extend the emotional connection of our brands with kids and allow Mattel to continue to bring wonder and imagination to families,” says Janet Hsu, chief franchise management officer at Mattel. “The family entertainment centers offer a powerful combination of physical and digital play that give kids the chance to interact with Barbie, Hot Wheels, and Mega Construx through live events and experiences, gaming and content.”

iP2Entertainment, a company that’s created branded “edutainment” centers for National Geographic and DreamWorks Animation in Asia, is designing the centers. The three themed brand worlds will be focused on the following:

  • Barbie: Reaffirm that girls can be anything they want as they explore a magical Barbie mini-world filled with near limitless possibilities. This experience draws on the brand’s mission to support 21st century learning skills through play — specifically creativity, communication and collaboration
  • Hot Wheels: Ignite kids’ challenger spirit by putting them in the driver’s seat for experiential activities — including customizing their own Hot Wheels car, designing their race track and creating custom rides they can experience on a massive racing simulator
  • Mega Construx: Challenge kids and families to design, build, and test their construction skills in the ultimate Mega Construx building scenarios

Additionally, the centers will play host to family game nights and special events, offer experiential retail, and a full range of food and beverage options.

Over the past year, Mattel has increased focus on live family experiences, with the rollout of the Hot Wheels Legends Tour, Hot Wheels Monster Trucks Live, and American Girl Live.

Similarly, Hasbro announced plans last fall for a family entertainment center partnership with Kilburn Entertainment.