IT Attractions, creator of children’s edutainment attractions, and Mycotoo, a leading agency in entertainment strategy and experience design, have joined forces to roll out Dig It!
IT Attractions and Mycotoo are pleased to announce that they have signed an exclusive 10-year multi-site deal for the roll-out of the Dig It! edutainment concept across the US, Canada and Mexico. This new children’s role play construction site is aimed at children between 4 and 8 years old.
Focusing on the love of diggers and construction, Dig It! teaches through play and is designed to fit into a retail footprint of 7,000 square feet to 14,000 square feet. All the equipment is pre-designed and ready to go.
A strong partnership
“I have worked with Cliff and his team for 15 years and realised some of their key projects, namely Motiongate (Madagascar, Penguin Air, Melman, Kung Fu Panda) and Ski Dubai,” says Mark Pyrah. “It’s, therefore, a pleasure to continue our relationship and place our brand into their capable hands for what is our most important marketplace.
“Mycotoo will bring an added level of engagement, detail and drive due to their incredible understanding of the market and customer journey. We both have huge ambition and the future is exciting for all our companies.”
Mycotoo’s chairman, Cliff Warner adds, “We are excited to embark on this journey with our friends at IT Attractions. As a company, Mycotoo has been at the helm of multiple successfully opened entertainment attractions of different scales, and what unifies all of them is a strong demonstration of passion.
“We recognized that passion immediately in the story behind the Dig It experience, and resonated with Dig It’s clever design, adaptability to different indoor venues, business model, and enthusiastic response from attending visitors and families.”
“We are delighted to have added the Mycotoo team to the Dig It! family and look forward to developing the brand further with Cliff and his stellar team in California and winning more awards together in this exciting partnership,” says Tim North, IT Attractions Managing Director and Founder.
Dig It! is an award-winning product that opened in two locations last year, where it has already been delighting audiences with its innovative design. One is in Dubai under Emaar Entertainment and the other is in Rostov in Russia under a local operator.
Mycotoo specialises in the creation of compelling, immersive experiences, such as the Dark Harbor haunt at the historic Queen Mary in Long Beach.