Tourism & Hospitality | Wednesday 7 December, 2016 3:03 pm |

Viacom International Media Networks (VIMN) global kids brand Nickelodeon today announced their partnership with IMG Worlds to integrate aNickelodeon land inside the newly-announced IMG Worlds of Legends theme park in Dubai, UAE. It will be the first branded entertainment attraction for Nickelodeon 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, Senior Vice President, Global Recreation for Viacom International Media Networks. “We're thrilled to be partnering IMG Worlds to continue Nickelodeon’s on-the-ground expansion around the world.”

 

The Nickelodeon land is still in the planning stages, but will include immersive rides and theatre experiences, a retail location and a food & beverage installation, all inspired by some of the leading kids brand’s most iconic properties like SpongeBob SquarePants, Teenage Mutant Ninja Turtles and Dora the Explorer. 

‘I am very pleased that we can finally announce this agreement with IMG Worlds for the first Nickelodeon land 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,’ said Raffaele Annecchino, President and MD of Viacom International Media Networks Southern & Western Europe, Middle East and Africa.

 

Lennard Otto, CEO of IMG Worlds, said: “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 two 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.”

 

The announcement marks the milestone in Nickelodeon’s continued growth strategy in the Middle East. Most recently, Nickelodeon opened a flagship retail location, the 3,800 square-foot Nickelodeon Store, in the Dubai Mall.

The new Dubai location will take its place alongside other Nickelodeon-branded attractions around the world, which include the newly-opened Nickelodeon Hotels and Resorts in Punta Cana in the Dominican Republic; Nickelodeon Lost Lagoon in Malaysia; Nickelodeon Land at Parque de Atracciones de Madrid in Spain; Nickelodeon Universe in Minneapolis' Mall of America in the US; SeaWorld on the Gold Coast in Queensland and Wet’n’Wild Sydney in Australia; Nickelodeon Land at Blackpool Pleasure Beach in the UK; Nickland at Movie Park Germany; and Nickelodeon attractions at Universal Studios in Orlando, Fla. and Hollywood, Calif. 

IMG Worlds owns and operates the world’s largest indoor theme park, IMG Worlds of Adventure, and just announced their latest undertaking, IMG Worlds of Legends. It will feature thematic zones built around leading entertainment properties and brands, complete with rides, retail and restaurants.