The centers are aimed to provide children ages 4-10 with immersive, hands-on play and entertainment experiences that leverage classic Mattel imagery. They combine physical and digital play experiences that provide a hybrid experience to children.

“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, Mattel.

Mattel’s first family entertainment center will be a 25,000-square-foot space set to open in spring 2020 in Toronto. The center will be created in partnership with iP2Entertainment and feature themed areas for its brands. Centers will also function as event spaces with family game nights, experiential retail and food/beverage options.

Mattel joins the likes of Lionsgate, Hasbro and Discovery, who each launched similar centers in the last few years.