China Leisure Development Co. (CLDC) has formed an alliance with ViacomCBS to develop a Nickelodeon-themed Family Entertainment Centre (FEC) in Shenzhen, China.

The FEC will comprise of four attraction zones, featuring PAW Patrol, SpongeBob SquarePants, Teenage Mutant Ninja Turtles and Dora the Explorer. Young visitors will be immersed into the worlds of these popular characters, broadening their love for the icons beyond the screens.

Nickelodeon Playtime will also be home to a sit-down play café and Nickelodeon-branded retail.

Jack Rouse Associates (JRA), specialists in attraction design, are providing the master planning, writing and concept development, attraction design, and graphic design for Nickelodeon Playtime.

Linda Dong, president of China Leisure, commented: “We are thrilled to be partnering with Nickelodeon to bring their highly popular brands to life in an FEC format. We see rapid growth in family entertainment spending in Chia and strong demand from shopping centres for experimental products.

“Nickelodeon Playtime is part of our strategy to capitalise on this trend,” Dong added.

Gerald Raines, senior vice president of global location based experiences at ViaComCBS, said: “Connecting with audiences on-the-ground through immersive experiences remains an integral part of Nickelodeon’s global business. We are proud to partner with China Leisure to launch Nickelodeon Playtime and bring the brand and its iconic characters to families in Shenzhen and the surrounding areas.”

The FEC Is due to open in the fourth quarter of 2020 at Shenzhen OCT Happy Harbour.