Nickelodeon Strikes Deal for More Entertainment Centers in Europe
Viacom International Media Networks expands a partnership with a Spanish group after successes with venues in Madrid and Germany.
Viacom's International Media Networks and Spanish theme parks group Parques Reunidos have teamed up to open more Nickelodeon Family entertainment centers in Europe, with the first one set to open in Spain in 2017.
The deal expands VIMN and Parques Reunidos’ existing partnership following the success of Nickelodeon Land at Parque de Atracciones in Madrid and NickLand at Movie Park Germany in Bottrop.
“Our goal at Nickelodeon is to be everywhere kids are, and we’re excited to diversify our portfolio to bring the Nickelodeon brand and characters to life through these new family entertainment centers,” said Gerald Raines, senior vp global recreation for Viacom International Media Networks. “Parques Reunidos has been a great partner and we’re thrilled to expand our relationship to create another great entertainment experience for families in Europe.”
Parque Reunidos launched a strategic expansion in recent years that has seen its operations grow to 55 theme or amusement parks and family entertainment centers, with some 22.2 million visitors in 12 countries in Europe and South America.
“This is the first step in an ambitious and promising project for our company’s strategic growth.” said Pedro Cortes, general manager business strategy and development for Parques Reunidos. “It will soon be followed by important agreements to develop family entertainment centers with leading shopping mall operators in several European countries.”
The deal foresees properties in the U.K., France, Italy and Portugal, according to a spokesperson who declined to provide more details about time frames or the amount of investment.
The first location opening will be on Spain’s Mediterranean coast in Murcia at the Centro Comercial Thader, owned by Metrovacesa, one of the top operators of shopping malls in Spain.
The plan covers 34,000 square feet. The space will be equipped with interactive activities, an adventure zone, a dedicated space for younger members of the family and Nickelodeon-themed rooms and attractions, such as character meet-and-greets, featuring some of Nickelodeon’s SpongeBob SquarePants, Dora the Explorer, Teenage Mutant Ninja Turtles, Paw Patrol and The Fairly OddParents. Additionally, the center will have a dedicated food and beverage area and Nickelodeon retail space.
“We are certain that Nickelodeon’s magic, in such an innovative and unique space, will become a significant landmark for local residents, not only in Murcia but also the surrounding area, replicating our success with Nickelodeon Land at Madrid’s Parque de Atracciones and NickLand at Movie Park Germany,” said Fernando Eiroa, CEO of Parques Reunidos.