Mission: Play! by Mattel – Berlin Exterior Concept | Source: Mattel

In 2019, it seemed as if the race was on as several toymakers began investing in the live events and experience space. One big area of focus was Family Entertainment Centers (FEC) with both Mattel and Hasbro revealing partnerships to enter the arena. Now, Mattel’s partnership with iP2Development is finally taking shape with the first location set to open next spring in Europe. When the plan was initially announced, it was expected that the first location would be in Toronto.

Mission: Play! by Mattel will open at Brookfield Properties’ Potsdamer Platz in Berlin. As promised, the multi-branded family entertainment center features physical and digital themed experiences inspired by Hot WheelsBarbie, Mega Construx, and more.

“Mission: Play! is where kids will be able to play out adventure in endless ways,” says Julie Freeland, senior director of global location-based entertainment, Mattel. “This family entertainment center allows Mattel to continue bringing wonder to families and will extend the emotional connection of our iconic brands in truly unique experiences where play has no boundaries.”

Some of the concepts in development include:

Mission: Play! by Mattel – Hot Wheels Bone Shaker Concept | Source: Mattel

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.

Mission: Play! by Mattel – Barbie Concept | Source: Mattel

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.

Mission: Play! by Mattel – Mega Construx Concept | Source: Mattel

Mega Construx: Challenge kids and families to design, build, and test their construction skills in the ultimate Mega Construx building scenarios.

Related: Bringing Play to the People: Toymakers and Brands Take the Show on the Road, While Others Build Experiences

In recent years, Mattel has increased focus on live family experiences, with the rollout of the Hot Wheels Legends Tour, Hot Wheels Monster Trucks Live, American Girl Live, and the recent Hot Wheels Ultimate Drive-Thru Experience.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.