Latest News

Back to Latest News back

 

Mattel Play! Town develops children’s social skills through play and fantasy

February 8, 2017

Since opening in April last year, the Mattel Play! Town in Dubai’s City Walk precinct has presented an environment that has stimulated children’s imagination and love for fantasy in order to facilitate the development of social skills.

The family ‘edutainment’ centre, with attractions aimed at children between two and 10 years, is an important element of the Meraas developed urban living destination by Meraas.

Developed in partnership with global toy company Mattel, the 5,000 metre2 Mattel Play! Town features engaging and stimulating play experiences built around five world-renowned brands: Barney, Thomas & Friends, Bob the Builder, Angelina Ballerina, and Fireman Sam.

Featuring live shows to create long-lasting memories, Mattel Play! Town is based on the innovative ‘eduplay’ concept that integrates play-based learning and highlights the importance of stimulating children’s imagination and love for fantasy to facilitate the development of social skills.

As well as the five play zones and live shows, Mattel Play! Town also features a 4D cinema and birthday party rooms, making it an ideal venue to host children’s parties.

In addition, the on-site Mattel Play! Café serves healthy and nutritious meals and snacks while a well-stocked toy store exclusively retails the latest merchandise from Mattel including plush toys, souvenirs, accessories, clothing, school supplies, toys and books.

Engaged by ISG Middle East LLC in May 2015, Sim Leisure Gulf Contracting LLC provided the theming and attractions for the facility.

Sim Leisure Gulf Contracting LLC Business Development Manager Tim Hopcraft explains “working closely with ISG, Meraas and Mattel, we jointly produced the construction drawings and layout of the attractions paying particular attention to the details of each brand.

“From the moment guests enter Mattel Play! Town™ the distinct characters come to life (with) beautifully decorated façades along with striking graphics and fresh, unique attractions combine to provide a truly captivating experience.”

According to research from the Dubai Statistics Centre, the pre-teen population in the United Arab Emirates has more than doubled over the last decade – outpacing the growth of the rest of the region by 66%.

In developing Mattel Play! Town, Meraas anticipated the need to provide this demographic with a unique, child-friendly and safe environment for families.

Mattel Play! Town images courtesy of Sim Leisure. 

19th December 2016 - FAMILY ENTERTAINMENT CENTRES TO THRIVE IN THE UAE

9th November 2016 - AEG OGDEN TO MANAGE NEW DUBAI ARENA 

6th September 2016 - WORLD’S LARGEST INDOOR THEME PARK OPENS IN DUBAI 

12th February 2016 - DIGITAL AMUSEMENT PARK COMBINES PLAYTIME AND LEARNING

10th December 2012 - SIM LEISURE POISED TO EXPORT ADVENTURE PARK BRAND

21st November 2012 - SIM LEISURE OPENS NATURE-BASED ADVENTURE PARK

24th April 2012 - POLYSOFT PRESENTS LANDSCAPE AND AQUATIC SURFACING SOLUTIONS

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

 

EXCEL LOCKERS

Our range of lockers are manufactured using the latest in computer controlled machinery and installed by staff who believe in the importance of how the product looks, functions and works for you.…

read more

Aquatics / Attractions / Safety / Security / Venues

 
 

Crystal Pools

Crystal Pools has a solid history of performance on a wide variety of government and commercial projects and is the name behind many of Australia’s most innovative and ambitious aquatic…

read more

Aquatics / Design

 
 

COMMERCIAL AQUATICS AUSTRALIA

Commercial Aquatics Australia provides aquatic solutions nationwide and is one of the largest and most experienced companies specialising in the design, construction, renovation, service, maintenance…

read more

Aquatics / Design / Play / Waterparks

 
 

GOPLAY COMMERCIAL PLAYGROUNDS

Goplay designs and manufactures specialised playground equipment for indoor play centres, hotels, food chains, clubs and resorts. If our years of experience and dedication have taught us one thing,…

read more

Play

 
 

HG SPORTS TURF

HG Sports Turf are market leaders in the design and construction of premium sports fields across Australia, New Zealand and Asia. The Sydney Olympics in 2000, 2006 Commonwealth Games in Melbourne,…

read more

Parks / Recreation / Sport / Surfaces / Venues

 
 

Aflex Technology

Aflex Technology are the experts in all things inflatable. They are industry leaders offering the widest range of pool, lake and beach inflatables on the market. All products…

read more

Aquatics / Play / Waterparks

 
 

CERAMIC SOLUTIONS

Established in 1994, Ceramic Solutions has excelled at the supply and installation of swimming pool tiles and equipment for the pool and leisure industry, with a focus on the needs of end-users. …

read more

Aquatics / Design / Surfaces / Venues

 
 

Lavi Industries

LINEAR QUEUING QtracCF call-forward electronic queuing systems dramatically improve linear queuing by increasing service efficiency, decreasing average wait times, and adding advertising and…

read more

Access / Entertainment / Technology / Ticketing / Venues

 
 
 
 

get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business