Nickelodeon is expanding its presence in Asia Pacific with the opening of two new Nickelodeon Play Centre destinations in Indonesia, following a licensing partnership between experiential leisure developer PLAY Culture and Tematik Makmur Abadi. The agreement enables the duo, in collaboration with Paramount, to develop and operate Nickelodeon Play Centres across the country.
Nickelodeon Play Center is designed as a family destination that combines active entertainment, character interaction, and creative retail access. This model focuses on strengthening a new standard for recreational destinations that combine physical play, imagination, and social interaction.
Positioned as next-generation family entertainment venues, the centres feature themed dining, retail, soft-play zones, climbing walls, role-play rooms, interactive games, arts and crafts spaces, and special meet-and-greet sessions with beloved Nickelodeon characters.
This initiative arose from the growing demand in the family entertainment industry for thematic content and experience-based activities. Its primary target audience is urban families seeking quality, safe play destinations with educational value. These two initial openings mark the entry of a new standard for family recreation facilities in urban areas in Indonesia.
The first location, Nickelodeon Playtime at Senayan Park, opened on 27 November 2025 as the flagship center. A second venue, Nickelodeon Playtime: PAW Patrol at Carstensz Mall in Gading Serpong, is scheduled to open ahead of the Christmas holidays.
The dual launch signals a fresh benchmark for family entertainment in Indonesia, said Tematik Makmur Abadi director Rey Wilfred, who expressed pride in bringing world-class immersive experiences to families nationwide.
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| Photo: Dok Istimewa |
"As a licensing partner for Nickelodeon Playtime Play Centers in Indonesia, PT Tematik Makmur Abadi is proud to bring a world-class immersive entertainment experience to families across the country," said Wilfred.
“We also curate and provide a range of premium toys, collectibles, artworks, and creative merchandise sourced from official local and international producers,” he said, as quoted by government-owned radio RRI. “Our goal is not only to enrich the play experience within our centres, but also to support the retail and entertainment ecosystem, as well as brand activation initiatives in Indonesia.”
The launch of Nickelodeon Play Center in Indonesia is supported by the successful track record of the inaugural location in Shenzhen in 2020. This business model has proven effective in attracting repeat family visits through thematic play concepts.
This concept was developed to address the growing trend of experience-based entertainment in shopping centers. Transforming visitor needs are driving retail centers to differentiate themselves through family recreation facilities.
Linda Dong, president of Play Culture, said the region is witnessing significant growth in family entertainment spending and that shopping centres increasingly require experience-led offerings.
“After the success of our first Play Centre in Shenzhen in 2020, we are excited to work with Nickelodeon to bring this innovative concept to more families across the region,” she said. “The launch of Nickelodeon Playtime is an important part of our strategy to meet this demand and strengthen Play Culture’s position as an industry leader.”
The project is designed to expand the standard of children's recreational facilities in the Greater Jakarta area. The concept emphasizes a balance between entertainment and educational functions.
Cow Play Cow Moo Indonesia views the launch as both a commercial opportunity and a cultural milestone. “We are honored to be part of this historic collaboration with Paramount and Play Culture to bring Nickelodeon Playtime to Indonesia. [...] We are committed to delivering joyful and meaningful entertainment for families. These new centres will not only elevate Indonesia’s family entertainment landscape but also inspire children through creativity, play, and the Nickelodeon characters they love,” said president director Daniel Darwin.
The flagship destination at Senayan Park brings together major Nickelodeon properties with distinct thematic zones - SpongeBob SquarePants, PAW Patrol, DORA, Teenage Mutant Ninja Turtles - alongside a Garfield-themed café. Each zone is designed to be an exploratory space that encourages physical activity and narrative experiences.
Meanwhile, the Gading Serpong location becomes Asia’s first PAW Patrol-themed location-based entertainment (LBE) project. Designed to transport visitors into the world of Adventure Bay, the centre recreates iconic locations and attractions from the hit series.
This expansion also strengthens Nickelodeon's position as an influential global intellectual property (IP) owner in Asia Pacific.
With two initial opening locations, the Nickelodeon Play Center expansion is expected to strengthen the variety of family play options. The presence of these entertainment centers add an alternative recreational destination in modern shopping centers, addressing the need for quality experiences.
This strategy emphasizes the new direction of the family entertainment industry in Indonesia by presenting more relevant and interactive play formats. The integration of popular characters offers added value to children's experiences through creativity and meaningful play.
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