New IMG Worlds Park to Feature Nickelodeon Land

DUBAI: Nickelodeon Land is one of several attractions headed to the new IMG Worlds indoor theme park, IMG Worlds of Legends, which is slated to open in Dubai, UAE.

Nickelodeon Land will offer immersive rides, theater experiences, a retail location and a food and drink establishment inspired by such hit properties as Dora the Explorer, SpongeBob SquarePants and Teenage Mutant Ninja Turtles. It will be Nickelodeon’s first branded entertainment attraction in the region and one of the largest in the world.

“At Nickelodeon, we’re always looking to give our fans new experiences and new ways to interact with the brand and the characters they love,” said Gerald Raines, the senior VP of global recreation for Viacom International Media Networks (VIMN). “We’re thrilled to be partnering [with] IMG Worlds to continue Nickelodeon’s on-the-ground expansion around the world.”

Raffaele Annecchino, the president and managing director of VIMN for Southern and Western Europe, the Middle East and Africa, noted: “I am very pleased that we can finally announce this agreement with IMG Worlds for the first Nickelodeon Land [in the] Middle East. We have and will continue to place tremendous focus on growing the recreational and consumer products footprint of the Nickelodeon brand in the region and for that reason, I’m happy to add this new milestone.”

Lennard Otto, the CEO of IMG Worlds, commented: “Today marks the beginning of an exciting new chapter for the IMG Worlds brand in the industry as we announce the unveiling of IMG Worlds of Legends, our new 2-million-square-foot park, which forms the second part of our regional growth plan. Our ability to leverage such global IPs as Nickelodeon shows our value in the global markets. Nickelodeon’s much-loved characters and shows are a dominant feature in the Middle East and we look forward to fostering a strong and long-term partnership in the future.”

IMG Worlds of Legends will include nine unique zones spread across more than 2 million square feet. The other brands being featured are Ubisoft (Assassin’s Creed, Raving Rabbids, Just Dance), Saban Brands (Saban’s Power Rangers), Pokémon, Mattel (Barbie doll, Hot Wheels, Bob the Builder, Thomas & Friends, Mega Bloks), The Animé Zone (Toei Animation: Dragon Ball Z and One Piece, TV TOKYO: Naruto), and Turner’s Cartoon Network with We Bare Bears, among other properties. The park will also include IMG Worlds’ proprietary brands Legends of Arabia and Lost Valley—Dinosaur Adventure.

Owned and operated by IMG Worlds, IMG Worlds of Legends will offer a fully immersive experience, with each zone in the theme of a different imaginary world. The park, which is open all year, has a temperature-controlled environment and retractable roof. It is located next to IMG Worlds of Adventure, with both parks connected by a sky bridge and pedestrian walkway.

Giorgio Stock, the president of Turner EMEA, stated: “Our strong and established presence in the Middle East has been further boosted this year by the opening of IMG Worlds of Adventure and its dedicated Cartoon Network Zone, as well as an enriched channel offering through the introduction of Cartoon Network Hindi and dual-language options for both Cartoon Network and Boomerang. We’re thrilled to now be expanding our great relationship with IMG Worlds, which will see more of our most popular new and classic Cartoon Network brands brought to life through immersive entertainment experiences for kids and families, in the region and beyond.”

Ilyas and Mustafa Galadari, owners of the Ilyas & Mustafa Galadari Group, remarked: “We are building on the success of IMG Worlds of Adventure with the next phase of growth—IMG Worlds of Legends. We are committed to bringing the boldest, most dynamic attractions to Dubai, combining innovative rides with value entertainment for the whole family.

“We are encouraged to look to the future as Dubai races towards fulfilling the vision of His Highness Sheikh Mohammed Bin Rashid Al Maktoum, VP and Prime Minister of the UAE and Ruler of Dubai, to attract 20 million visitors to the emirate by 2020. We are fast becoming the family-entertainment capital of the Middle East with high growth prospects that permit us to plan for the long term. We look forward to welcoming residents as well as visitors from the region and abroad to enjoy a unique theme park adventure like no other.”

Otto added: “IMG Worlds continues to attract truly international brands to Dubai and we are now one of the principal players in the global theme park industry. We have executed on our brand portfolio strategy, bringing together the biggest names in the industry under one umbrella to create the ultimate leisure and entertainment destination. IMG Worlds of Legends has beloved characters, dynamic rides, interactive attractions and incredible architectural engineering across nine distinct zones, spanning over 2 million square feet.”