Mattel Opens Mission: Play! Family Entertainment Center in Abu Dhabi

Mattel has opened the first-ever Mission: Play! family entertainment center in Abu Dhabi, in collaboration with iPS Operations, a division of Al Hokair Group.

Mission: Play! by Mattel offers a physical and digital play experience to kids of all ages, interests, and skill levels. The family entertainment center (FEC) includes three zones inspired by popular Mattel brands: Barbie, Hot Wheels, and Mega Brands. Located at The Galleria on Al Maryah Island, the center covers 4,000 square meters within the venue. In addition, there is a dedicated event space, celebration rooms, a cafe, and a retail store featuring Mattel toys and exclusive merchandise.

Attendees can enjoy Barbie-themed attractions. | Source: Mattel

A immersive experience with Hot Wheels. | Source: Mattel

Kids can enjoy rides and attractions. | Source: Mattel

Mission: Play! features Mega and other brands. | Source: Mattel

“We are proud to be launching our Mattel Centre at The Galleria, the leading lifestyle destination in Abu Dhabi,” says Roger Houben, CEO, iP2Operations. “Mission: Play! by Mattel complements this experience with elevated entertainment experiences under the motto ‘Think Big, Play Bigger!’”

This is the second Mission: Play! entertainment center to open so far. The first location opened in Berlin in 2022.

“At Al Hokair Group, we are always looking for new and innovative ways to bring families together and provide them with memorable experiences,” says Mishal Al Hokair, Deputy CEO, Al Hokair Group. “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.”

The center will operate under the lease with Al Maryah Retail Company, asset manager of The Galleria.

“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,” says Mark Ruffley, CEO, Al Maryah Retail Co.

To learn more about Mission: Play!, visit thegalleria.ae/en/play/mission-play-by-mattel.