Germany: Potsdamer Platz Arkaden Will Open “Mission: Play!“ Mattel FEC in 2022

Berlin’s Potsdamer Platz Arkaden shopping complex will open a new family entertainment center in spring 2022: “Mission: Play!”^TM will provide playing fun centered around some popular brands from U.S. toy manufacturer Mattel. The planned new entertainment offering is part of a comprehensive realignment of the arcades, which are owned and managed by Brookfield Properties. In the future, the estate is to include more sports, entertainment and gastronomy offerings in order to consolidate its position as one of the leading lifestyle and entertainment hubs in Berlin.

Mission: Play!^TM will feature physical and digital play experiences on some 4,000 square meters, separated into themed zones around the brands of Barbie^®, Hot Wheels^® and Mega Bloks^®. In addition, there will be educational programs, events and experiential retail offerings. iP2Development from the Netherlands was commissioned with the development of the FEC, and Planet Leisure Germany GmbH (a joint venture established by iP2Development) will operate the attraction.

Karl L. Wambach, Executive Vice President Europe at Brookfield Properties, comments: “We are very pleased to welcome Mattel to Potsdamer Platz in the near future. The opening of Mattel’s first family entertainment center in Europe marks a major milestone in the redevelopment of Potsdamer Platz, alongside the opening of the Mercato Metropolitano community market. These planned openings highlight the continued demand for high-quality retail, entertainment and food offerings. Families can look forward to this unique attraction at Potsdamer Platz in Berlin.”

Julie Freeland, Senior Director of Global Location Based Entertainment at Mattel, Inc., adds: “Mission: Play! is where kids will be able to play out adventure in endless ways. 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. We are excited to be partnering with premiere leaders in the industry to bring this experience to life.”

Indoor playing fun around popular Mattel brands is also offered by the “Mattel Play!” indoor playground in Sevenum (Netherlands), which opened in 2018 (cf. EAP 6/2018). In our trend report on “where retail meets leisure” in EAP issue 2/2020 you can read more about current developments in the field of retailtainment. (eap)