Mission: Play! by Mattel
Playful interactive games with iconic IP
Abu Dhabi
Overview
Working with Mattel’s iconic IP, ngx produced digital media experiences for a new Family Entertainment Centre called Mission: Play! in Abu Dhabi. We integrated animations and gesture-tracking technology to create personalized attractions, including racing Barbie on her moped, playing beach volleyball, and dressing characters in a variety of eye-catching outfits.
Scope Highlights
- Creative Direction
- Gamification Design
- Immersive Gaming Experience
- 2D & 3D Animation
- Visitor Personalization
- Gesture tracking
We’d like to thank our project partners:
- DJW
- IP2
- Simworx
- AnimaLive
- ImSim
Creative Media Management
To cohesively bridge the various Mattel brands and audiences, ngx provided creative direction to vendors and worked with their teams to deliver games and media that meet a uniform set of standards. This creative oversight extended to game design, art direction, technical consultation, and content strategy.
Mission: Play! Family Entertainment centre is a world-building experience. Our three Barbie-themed games and interactives invite guests to let their imaginations go wild in her hometown of Malibu, California. Visitors can choose to be a trailblazing clothing designer at Barbie Fashion Week, drive a Vespa to the beach through the streets of Malibu, or challenge their friends in a projection-based game of beach sports.
