18 May 2017 – La Verdad
Parques Reunidos, Viacom International Media Networks and Metrovacesa have reached a strategic agreement to build leisure parks with Nickelodeon characters in shopping centres. In this way, the first one will be opened by Metrovacesa in 2017 in the Thader shopping centre.
This new agreement expands the current relationship between Parques Reuindos and VIMN following the success of Nickelodeon Land at the Amusement Park in Madrid and NickLand in Movie Park Germany. It also represents the first incursion by Parques Reunidos and Nickelodeon into the Mall Entertainment Centres (MEC) business.
Thanks to this collaboration, which combines the experience of Parques Reunidos and the brand recognition of Nickelodeon, the development of this new concept of leisure parks in shopping centres is already in advanced negotiations in several countries in Europe such as the United Kingdom, France, Italy and Portugal, as well as Murcia.
The new theme park in Murcia will have a surface area of approximately 5,000 m2 and will be equipped with interactive attractions, an adventure zone, an area for toddlers, a driving school and themed Nickelodeon rooms, ideal for holding birthday parties and family get-togethers.
Children and their families will be able to enjoy all of the theming and attractions, as well as have the opportunity to get to know some of the most well-known and loved Nickelodeon characters, such as Sponge Bob Square Pants, Dora the Explorer, the Ninja Turtles, Paw Patrol and The Fairly Oddparents. In addition, the centre will have a restaurant area and a store selling Nickelodeon products.
Fernando Eiroa, CEO of Parque Reunidos, said that he was convinced that “the magic of Nickelodeon, and the innovation and uniqueness of this new space will make it an important focus of attraction for local residents, not only in Murcia but also in its area of influence, replicating the success we have achieved with Nickelodeon Land at the Amusement Park in Madrid and NickLand at Movie Park Germany”.
“The objective of Nickelodeon is to have a presence wherever there are children, and so we are very pleased with the opportunity to diversify our portfolio, extend the Nickelodeon brand and bring our characters to life through these new family entertainment centres”, explained Gerald Raines, Senior Vice President of Global Recreation for Viacom International Media Networks.
Meanwhile, Manuel Gil, Senior Vice President and General Manager for Spain, admitted that he was excited to see how Nickelodeon, the entertainment brand for children and families “is continuing to expand its global business with the opening of its first leisure park in a shopping centre in Spain”.
Pedro Cortés, Director General of Strategy and Corporate Development of Parques Reunidos, said that “this is the first step of an ambitious and promising strategic growth project for the company, which will continue soon with important agreements to build leisure parks together with the main shopping centre companies in the main countries in Europe”.
In the words of the Director of Real Estate at Metrovacesa, Jesús Vicente, “this is a very important step in the strategy to strengthen the leisure offering in our shopping centre portfolio, with a differential product, in partnership with innovative partners who are leaders at the global level, which will allow Thader to serve as a benchmark for family leisure in the Community of Murcia”.
Original story: La Verdad
Translation: Carmel Drake