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 unique Garfield-themed café dining area. 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.
Nickelodeon Playtime: PAW Patrol will feature recreations of iconic locations and attractions from the hit show that will transport and immerse guests in the world of Adventure Bay and provide children with spaces for imaginative play, physical activity, and interactive learning.
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.
Kelly Coskun, vice president of Play Culture, said: “From design to execution to training our on-ground operation and entertainment team, it was truly a fun journey and this project really have truly paid off in the most successful way, we have been full house every day since opening.”
Play Culture added: “In partnership with PT Tematik Makmur Abadi, our exclusive developer and operator of Nickelodeon Playtime Play Centers in Indonesia, we are dedicated to enriching family experiences while supporting a thriving ecosystem of retailers, entertainment venues and brand activations nationwide.
“This launch represents a major milestone in expanding Nickelodeon’s presence across Asia Pacific and highlights Indonesia’s growing role as a hub for world-class family entertainment.”
In an LinkedIn post, Play Culture Co.,Ltd. said:
"Just last week, we officially opened Nickelodeon Playtime at Senayan Park, Jakarta—our first flagship location in Southeast Asia. This immersive family entertainment center features five iconic worlds inspired by beloved Nickelodeon favorites: SpongeBob SquarePants, PAW Patrol, DORA, Teenage Mutant Ninja Turtles, and a Garfield-themed café. Each zone is designed to deliver a high-quality, interactive play experience for families in Jakarta.Next, we’re gearing up for Nickelodeon Playtime: PAW Patrol at Carstensz Mall, Gading Serpong—the first-ever PAW Patrol-themed location-based entertainment project in Asia. Guests can explore the world of Adventure Bay through imaginative play, active challenges, and hands-on learning.In partnership with PT Tematik Makmur Abadi, our exclusive developer and operator of Nickelodeon Playtime Play Centers in Indonesia, we are dedicated to enriching family experiences while supporting a thriving ecosystem of retailers, entertainment venues, and brand activations nationwide. This launch represents a major milestone in expanding Nickelodeon’s presence across Asia Pacific and highlights Indonesia’s growing role as a hub for world-class family entertainment."
For more information about Nickelodeon Playtime, visit https://nickelodeonplaytime.id
The Nickelodeon Playtime (SPARK) play center is the first Nickelodeon-themed play center to open in Southeast Asia. Designed for children aged 3 to 9 and their families, this vibrant attraction brings beloved cartoon characters to life through immersive and beautifully crafted settings inspired by PAW Patrol, SpongeBob SquarePants, Teenage Mutant Ninja Turtles, Garfield, and Dora the Explorer.Visitors can interact with their favorite characters and step into the world of Nickelodeon through a dynamic mix of physical play, digital interactives, and custom-built props. Nickelodeon Playtime offers a unique combination of active fun, digital engagement, and imaginative exploration, creating a magical environment where families can share joyful and lasting memories.
Expanded quotes:
Rey Wilfred, director of PT Tematik Makmur Abadi, says: "As the licensing partner of Nickelodeon Playtime Play Centers in Indonesia, PT Tematik Makmur Abadi is proud to bring immersive, world-class entertainment experiences to families nationwide.
"We also curate and supply a diverse range of premium toys, collectibles, artwork, and creative merchandise—sourced from authorized local and international manufacturers.
"Our goal is to not only enrich the play experience inside our centers, but also to support the broader ecosystem of retailers, entertainment venues, and brand activation initiatives throughout Indonesia."
The continued growth in demand for immersive family experiences in the APAC region makes it an excellent market for Nickelodeon’s popular brands.
Linda Dong, president of Play Culture Co., Ltd., says: "Following the success of our inaugural Play Center in Shenzhen in 2020, we are excited to join forces with Nickelodeon to bring this innovative concept to more families across the region.
"The Asia Pacific market is experiencing significant growth in family entertainment spending, and there is a clear demand from shopping centers for engaging, experiential offerings.
"Launching Nickelodeon Playtime is a key part of our strategy to meet this demand and further establish Play Culture as a leader in the industry."
Colorful indoor boating school with track, boats, and cartoon decor.
"We are honored to be part of this groundbreaking collaboration with Paramount and Play Culture to bring Nickelodeon Playtime to Indonesia," says Daniel Darwin, president director of Cow Play Cow Moo Indonesia.
"At Cow Play Cow Moo, we are deeply committed to delivering joyful and meaningful entertainment experiences for families.
"These new centers will not only elevate the family entertainment landscape in Indonesia but also inspire children through creativity, play, and beloved Nickelodeon characters they’ve grown up with."
Play Culture designs, builds and manages world-class family entertainment experiences. It holds exclusive licenses from leading global brands to create themed LBE projects with some of the most popular and valuable children’s IP’s in Asia.
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Originally published: December 05, 2025.
Original sources: Marketing-Interactive, Marketeers; Update sources: InterGame, MARKETECH APAC, blooloop.
Nickelodeon Playtime Spark.
PAW Patrol Playtime Carstensz.
