Al Hokair Group, iP2 Operations Holding B.V. and Mattel, Inc. (NASDAQ: MAT), a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world, are proud to announce the launch of Mission: Play! by Mattel™, Mattel’s all-new entertainment experience which officially opened at The Galleria Al Maryah Island in Abu Dhabi May 16, 2024. iP2Operations and Mattel collaborated to design and develop the full format; Al Hokair Group will operate it under the lease with Al Maryah Retail Company, asset manager of The Galleria.
Mission: Play! by Mattel covers over 4,000 sqm within The Galleria Al Maryah Island and promises to unleash creativity, togetherness, and family fun in a space that brings both physical and digital play to children, of all ages, interests, and skill levels.
Mission: Play! By Mattel brings iconic brands of Mattel to life through three themed zones:
- Join Barbie®, the world’s number 1 bestselling doll, in a world where You Can Be Anything™. Barbie attractions will empower children by creating a world of diversity, inclusiveness, and limitless potential.
- Buckle in for challenges with Hot Wheels®, the world’s number 1 bestselling toy. Hot Wheels, attractions allow kids to connect with each other and ignite their challenger spirit
- Use your imagination when building amazing creations with MEGA®.MEGA attractions provide unique play experiences that stimulate growth, unlock creativity, and encourage exploration through hands-on creative-building activities.
- Offerings also include a dedicated event space, branded birthday and celebration rooms, Mission: Play! Cafe F&B, and a retail store featuring Mattel toys and exclusive Mission: Play! By Mattel merchandise.
“Mission: Play! by Mattel is where adventure can be played out in endless ways,” said Julie Freeland, Vice President of Global Location Based Entertainment, Mattel. “This new family entertainment center allows Mattel to continue bringing wonder to families through truly unique experiences where play has no boundaries. We are excited to be partnering with premiere leaders in the industry to bring this experience to life.”
On this monumental development project, Mishal Al Hokair, Al Hokair Group Deputy CEO said that “At Al Hokair Group, we are always looking for new and innovative ways to bring families together and provide them with memorable experiences. Mission: Play! by Mattel aligns perfectly with our vision and will be a huge success at The Galleria as a destination for families from all over the region.”
Mark Ruffley, CEO of Al Maryah Retail Company said, “We are excited by our partnership with Mattel to welcome Mission: Play! by Mattel to The Galleria Al Maryah Island. The addition of this extraordinary destination complements our world-class entertainment offering and will significantly enhance leisure and entertainment options for the Abu Dhabi community with more exclusive brands and first-to-the-region concepts.”
Roger Houben, CEO of iP2Operations, commented: “We are proud to be launching our Mattel Centre at The Galleria, the leading lifestyle destination in Abu Dhabi. Mission: Play! By Mattel complements this experience with elevated entertainment experiences under the motto “Think Big, Play Bigger!™”
