Parques Reunidos has opened the Nickelodeon Adventure theme park in Thader Shopping Center, owned by Merlin Properties, in Murcia, Spain.
The launch is part of a strategic deal between Parques Reunidos and Viacom International Media Networks that has allowed for the development of Family Entertainment Centers with Nickelodeon’s characters at shopping centers since March 2016. The theme park features interactive experiences dedicated to each of Nick’s most popular characters, including SpongeBob SquarePants.
José Francisco Ballesta Germán, Mayor of Murcia; Fernando Eiroa, the CEO of Parques Reunidos; Gerald Raines, the VP of global location-based experiences for Nickelodeon; and Ismael Clemente, the CEO of Merlin Properties SOCIMI, inaugurated the exclusive project in Europe, which covers 5,000 square meters.
Nickelodeon Adventure is the first Nickelodeon Family Entertainment Center in Europe. Attractions include SpongeBob’s Boating School Blast!, a specific PAW Patrol zone that includes the Paw Patrol Fire Engine and the Paw Patrol Control Tower, and different spaces dedicated to Dora the Explorer, The Rugrats, The Fairly OddParents and Teenage Mutant Ninja Turtles. In addition, the center offers Nickelodeon-themed birthday rooms, an interactive area, a 4D cinema and educational spaces for school groups.
“I’m very pleased to be back in Spain for the opening of this new park in partnership with Parques Reunidos,” said Raines. “Location-based entertainment is a key part of our business strategy and presents great opportunities for growth. Nickelodeon Land, as the first center of its kind in Europe, represents a great milestone for the brand and will provide memorable experiences for kids and their families.”
Eiroa commented: “Following the success achieved with Nickelodeon Land at Madrid’s Parque de Atracciones and NickLand at Movie Park Germany, these incredible Merlin Properties facilities allow us to implement our diversification strategy through these Indoor Entertainment Centers (IEC) and to offer the families an opportunity to interact with their most beloved Nickelodeon characters. The agreement reached with Viacom will make it possible for us to open similar centers following this format, in other cities such as Madrid, London or Lisbon.”
“The opening of Nickelodeon Adventure in Thader is not just a new commitment of Merlin to innovation and vanguard at retail, but also a way to consolidate this plaza as a place of reference and as an outstanding fashion and leisure center in the region of Murcia and its area of influence,” added Clemente. “Nickelodeon Adventure combines several of Merlin’s current proposals: leisure, education and the improvement of costumer experience. All of them combined in a meeting space thought for an increasingly demanding public looking for alternative concepts.”