International toy company to open £1.5m entertainment centre at Albert Dock

Global toy manufacturer Mattel has chosen Liverpool as the location for its first branded attraction in Europe.

The £1.5m Mattel Play! family entertainment centre, set to occupy 13,000 sq ft in the Grand Hall at Albert Dock, will be run by attraction operator Heritage Great Britain plc.

Heritage Great Britain’s CEO, Allan Leech, said: “We already have the experience of running some of the biggest visitor attractions and landmark brands in the UK.

“We are the custodians of the iconic Land’s End, John O’Groats, Snowdon Mountain Railway and The Needles and now for these great British children’s brands.”

The facility will feature branding from a number of children’s TV programmes, including Bob the Builder, Thomas & Friends and Fireman Sam.

Julie Freeland, a senior director of global live Mattel events and attractions with the firm’s subsidiary, HIT Entertainment, said of the new centre: “Liverpool is the perfect location and Heritage Great Britain the perfect partner for this new world-class attraction.

“Our brands are known and loved by children around the world and the architectural splendour of Albert Dock provides the perfect backdrop for launching our first Mattel Play!”

Mattel Play! Liverpool is due to open its doors in Spring 2016.

Sue Grindrod, the chairman of Albert Dock, commented: “The investment made by Heritage Great Britain plc in Mattel Play! Liverpool is considerable.

“This attraction adds an exciting new dimension to the diverse and family-friendly offer at Albert Dock which is the North West’s most visited tourist attraction.”

She added: “We are confident that this addition will bring a positive impact on the wider waterfront.”

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