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Discovery and CMC partner on LBE theme parks in China


Discovery and CMC have joined forces on themed entertainment parks in China and STEM ‘edutainment’ content for preschool children.

The US TV group and Chinese media giant said in a joint press release on Wednesday (April 24) that they will work together to develop Camp Discovery-themed entertainment parks in China that will include entertainment, sports facilities, dining, shopping and hotels.

“The location-based entertainment centres will create unparalleled and differentiated experiences that complement Discovery’s growing real-life entertainment content offering in China,” a press release said.

Discovery and CMC will also collaborate on the development of a digital science, technology, engineering and math (STEM) ‘edutainment’ product offering virtual, physical, online and offline experiences.

The subscription-based service will target children aged between three and five and will feature videos, articles, science shows, online games, toys and an artificial intelligence-enabled robot.

“Plans for the collaboration include the development, construction, and operation of Camp Discovery and related themed entertainment parks in China, with comprehensive leisure and entertainment facilities and experiences including hotel, dining, sports, entertainment, and shopping to target younger demographics and families,” the release added.

Tony Qiu, Discovery’s VP and general manager for Greater China and Korea, said: “Our location-based entertainment centres, which will echo the Discovery brand promise of satisfying curiosity and powering people’s passions, further add to a fun learning experience for the whole family.

“Together with CMC, we aim to bring top-quality products to our audiences and consumers in China.”

Location-based leisure and entertainment trend

Thomas Hui, VP and COO of CMC Inc, added, “We feel very excited about the huge potential China bodes for the location-based leisure and entertainment market. Products that provide premium themed experiences will have great opportunities to succeed in this market.

“CMC has extensive experience in the creation, development, operation and management of location-based themed attractions and our portfolio already includes some internationally renowned names.”

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Bea Mitchell

Bea is a journalist specialising in entertainment, attractions and tech with 10 years' experience. She has written and edited for publications including CNET, BuzzFeed, Digital Spy, Evening Standard and BBC. Bea graduated from King's College London and has an MA in journalism.

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