VIMN Expands Location-Based Experiences Presence

Viacom International Media Networks (VIMN) is continuing to expand its location-based experiences business across Europe at theme parks and family entertainment centers.

VIMN is adding a PAW Patrol-themed zone in Nickland at Movie Park in Germany called Adventure Bay that’s slated to open in May. The 1800-square-meter area will include an off-road convoy ride, a children’s playground and a wild boat ride among its attractions.

The announcement of Nickland’s expansion at Germany’s Movie Park follows the opening of Nickelodeon Adventure in Madrid, made possible through VIMN’s partnership with Parques Reunidos. The mall entertainment center in Spain features the PAW Patrol brand in addition to SpongeBob SquarePants, Dora the Explorer, Rugrats, The Fairly OddParents and Teenage Mutant Ninja Turtles.

“We are excited about the expansion of our location-based experiences business around Europe,” said Raffaele Annecchino, president and managing director of VIMN for Southern and Western Europe, the Middle East and Africa. “These parks are a key part of our strategy and offer great opportunities for growth. Thanks to our key partnerships with Movie Park for the expansion of Nickland in Germany and Parques Reunidos for the recently opened Nickelodeon Adventure in Spain, we continue to deliver on our commitment to bring the Nickelodeon brand and characters to life to engage kids and families on the ground.”

“We are pleased to expand and strengthen our cooperation with Nickelodeon by creating this new PAW Patrol-themed area at Movie Park Germany,” added Thorsten Backhaus, general manager of Movie Park Germany. “Demand for the series as well as the possibility to engage with its characters has been very high in recent years. This way, we can address our target group including families and children even more precisely and are able to offer visitors a whole new interactive experience.”