Adlabs Imagica theme park built on a 300-acre site between Mumbai and Pune on the Mumbai-Pune Expressway has announced partnership with Mattel Toys.
October 24, 2018
Adlabs Imagica, started by Manmohan shetty, has teamed up with Mattel Toys for the line of Hot Wheels. This theme park was started in 2013 and it offers a plethora of activities, rides, and gaming experience. It is owned by Adlabs Entertainment Pvt. Ltd. and has three parks: Theme Park, Water Park and Snow Park.
This exclusive collaboration would probably mean the revamping of the flagship rides of Imagica, i.e. Hot Wheels Nitro and Hot Wheels Driving School. Hot Wheels Nitro is India’s biggest roller coaster that stands 132-feet high with over 2800 feet of track length. And Hot Wheels Driving School is a ride to teach children how to drive and the basic rules of real life driving.
Dhimant Bakshi, joint chief executive of Adlabs Imagica, told PTI that this collaboration intends to bring about differentiated opportunities for domestic brands by opening their doors to international brands to showcase their innovative experiences. And it is actually based on a revenue-based fee structure, and that they are planning to bring in more Mattel Toys products/brands to Imagica.
Lokesh Kataria, Marketing Head of Mattel India, has said that the association of Imagica with Mattel syncs pretty well as Imagica’s flagship ride Nitro fits well with Hot Wheel’s brand proposition.
Mattel is one of the leading global companies operating in the domain of children’s entertainment that specializes in design and production of quality toys and consumer products. It has business operations in about 40 countries and territories and sells products in more than 150 nations across the world. Founded in 1945, it has a brilliant portfolio housing iconic consumer brands including American Girl, Barbie, Fisher-Price, Hot Wheels and Thomas & Friends.