Lappset To Design & Build Branded Activity Attractions For HIT Entertainment

Lappset has been appointed by HIT Entertainment, one of the world’s leading entertainment companies and subsidiary of Mattel Inc., as its preferred partner for the design and build of branded activity attractions. For Lappset, this is in line with its vision to expand its brand experiences and activate children to move and learn in a playful way.

The agreement encompasses HIT Entertainment brands; Thomas & Friends, Mike the Knight, Fireman Sam, Bob the Builder, Angelina Ballerina, Barney and Pingu, and allows Lappset to work with HIT’s attractions partners to design and build branded activity attractions based on the characters, throughout Europe, Middle East and North Africa regions.

For HIT Entertainment and Mattel this means an extension of their brand portfolio, into live experiences which focus on physical activity and hands-on interaction, as a central part of the consumer experience. 

David King, Group Director EMEA, Hit Entertainment;
“We are very pleased to be working with Lappset, as we believe that together we can build much more exciting and engaging play environments for our customers. Lappset understands the importance of active-play, and their skillset in bringing brands to life in physical environments means that they are a strong partner for us.”

For Lappset Group this opens a huge opportunity to design and build new interactive activity attractions for the best known classic children’s brands, such as Thomas & Friends, which has been much loved for decades. 

Johan Granholm, Director of Lappset Creative, confirms;
“Today, parents in many countries are worried about the physical health of children.  Children play and learn through physical experiences and we believe that with branded  activity attractions, especially where children are interacting with and are inspired by characters that they recognize from their favourite TV shows or books, this really has an impact. In contrast to traditional amusement parks, interactive activity attractions focus on physical activity which the children actively participate in themselves and which is fun for all the family.

“Our track record of designing and delivering branded attractions for children and youth audiences is already strong, but together with HIT Entertainment we believe we can now take this to new levels.”

The appointment was announced at the European Attractions Show (EAS) in Amsterdam, the Netherlands, on the 23rd of September 2014. EAS is organized by the International Association of Amusement Parks and Attractions, IAAPA.

For additional information, please contact;
- Johan Granholm, Director of Lappset Creative, phone: +358 40 532 4183, first.lastname@lappset.com