Play Culture, a leading developer of experiential leisure destinations, together with PT Tematik Makmur Abadi, has entered into a licensing agreement to develop and run Nickelodeon-themed play centres across Indonesia in collaboration with Paramount.
The play centres will feature soft play zones, climbing walls, role-play areas, interactive games, arts and crafts stations, and meet-and-greet experiences with popular characters, along with themed dining and retail.
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."
Growing demand in Asia Pacific region
The flagship location, Nickelodeon Playtime at Senayan Park in Jakarta, launched on 27 November 2025.
It features five much-loved Nickelodeon IPs, including SpongeBob SquarePants, PAW Patrol, DORA, Teenage Mutant Ninja Turtles (TMNT), and a unique Garfield-themed café dining area.
A second location at Carstensz Mall in Gading Serpong is slated to open this month. Nickelodeon Playtime: PAW Patrol will mark Asia's first PAW Patrol-themed location-based entertainment (LBE) project.
Here, recreations of iconic locations from the show will immerse guests in the world of Adventure Bay and provide children with spaces for imaginative play, physical activity, and interactive learning.
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."
"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.
