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Mattel grows live experience portfolio with Mattel Play! Sevenum launch

Mattel has launched a new live experience for families and youngsters with the opening of its Mattel Play! Sevenum in Holland.

Located at the De Schatberg in the south east of the country, the new play space is part of the larger Family Entertainment Centre Sevenum and has been billed as a first of its kind in mainland Europe.

The more than 2,000 square-metre play space features some of Mattel’s most iconic characters and brands including Thomas and Friends, Fireman Sam, Bob the Builder, Angelina Ballerina and MEGA.

The immersive play experience allows children to engage with each character’s world through storytelling and interactive play.

Julie Freeland, senior director global live events and attractions at Mattel, said: “Our brands are known and loved by children around the world and we are delighted to bring this world class attraction to Europe to inspire wonder in the next generation.

“A huge congratulations to De Schatberg and their appointed suppliers in producing such a premium quality experience.”

Ronald Hoppzak and Karin Hoppzak at De Schatberg, added: “We are delighted to be partnering with Mattel; it has some of the most recognised family brands in Europe.

“It made for a perfect partnership to create a Mattel Play experience as we wanted to grow our experiences from operating a family holiday park by incorporating an indoor all year-round attraction. Mattel is a global partner with powerful iconic brands that are the perfect fit for expansion strategy.”

Mattel Play Sevenum is the third Mattel Play location to be opened after successful attractions Mattel Play Liverpool and Mattel Play Dubai launched in 2016.

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