Max-Matching, one of Asia’s premier international entertainment companies, has revealed details of Top Park, which will be the largest international IP-themed Family Entertainment Centers (FEC) cluster in Asia. The attraction is set to open in Beijing in 2026.
The partnership between Max-Matching Entertainments and Top Park follows the firm’s collaborations with international IP partners Hasbro, Mattel, Crayola, and WildBrain.
Max-Matching Entertainments holds the master license exclusive LBE partnership agreement with Crayola in China, and new agreements between the firm and WildBrain, which comprise new IP-themed FECs, themed retail, and food and beverage outlets in prestigious areas of the Guangdong province were recently revealed. Max-Matching Entertainments will also soon share details of a Peppa Pig outdoor theme park, in partnership with Hasbro.
Experiences for joy & adventure
Top Park is scheduled to open in 2026 and will span 70,000 square meters. It is located in a newly constructed family entertainment complex north of Universal Beijing Resort in the Tongzhou District in southeast Beijing. Top Park is expected to attract over two million visitors every year, with a budget exceeding 1.8 billion yuan (approximately $250 million).
Owen Zhao, president of Max-Matching Entertainments, says: “Top Park is a new IP-themed FEC integrated complex which is in line with Beijing’s focus to develop itself as a national cultural center and serving the overall development of the cultural, tourism, and creative industries.
“At Max-Matching Entertainments, we are committed to collaborating with world-famous and world-class IP brands, major developers, and government stakeholders to create family destinations with immersive designs and experiences that bring joy and adventure, stimulate imagination and learning, and produce engaging and lasting memories for guests of every age across China.”
Top Park will include five themed FECs and a themed hotel, with IP from four international groups and Crayola’s first family entertainment experience in Asia. The new development will include Hasbro’s global premiere of a Peppa Pig themed ice and snow land, as well as the Hasbro FEC, which will feature My Little Pony, Nerf, and Potato Head.
Barbie, Thomas & Friends, Hot Wheels, and Fisher-Price will each have distinct themed play areas designed by Mattel FEC. The Crayola Experience will present brand-new, vibrant adventures to encourage both children and adults to explore art and technology, express their creativity, and experience colour in a completely new way. Peanuts, Teletubbies, and In the Night Garden will be presented to Chinese visitors by WildBrain.
Rapidly expanding market
China is the second-largest theme park market in the world, and its market for themed location-based entertainment is expanding at a rate that has never been seen before. According to McKinsey’s 2022 report China’s theme parks face a new era, the Chinese market is expected to more than double in size from RMB40 billion (about $5.48 billion) in 2019 to over RMB90 billion (around $12.33 billion) by end of 2025.
At a recent press conference, the senior executives of the four collaborating IP groups shared their excitement about China’s family-friendly market with a strong tourism and residential attraction to provide novel, never-before-seen experiences of their popular brands to new audiences.
Natalie Chan, head of Hasbro Location-based Entertainments Asia Pacific, comments: “We are looking forward to the successful establishment of Top Park. With Hasbro’s beloved IPs, Top Park will create for children, families and fans distinctive entertainment experience.”
“This great collaboration with Max-Matching Entertainments will bring our globally recognized brands to children and families in China,” adds Ivan Franco, Mattel VP and general manager, Greater China and Korea. “We are thrilled to bring our iconic brands to life through exciting brand themed experiences at the new Family Entertainment Center located in Top Park.”
Andy Pence, Crayola VP Location-Based Entertainment & Retail, says: “This strategic collaboration with Max-Matching Entertainments as our exclusive Location-Based Entertainment licensee in China will see a historical lineup of many one-of-its kind imagination-inspiring activities.
“We look forward to getting settled in Top Park, this mega indoor international IP complex project. We are honored to be part of a project that blends color, creativity and education within entertainment, and that will provide children with a unique and colorful learning experience and contribute to their growth and development.”
Maarten Weck, managing director & EVP of WildBrain CPLG, WildBrain’s global licensing agency, comments: “In future, WildBrain will continue to deepen its efforts in the IP industry and cooperate with Max-Matching Entertainments and other top entertainment companies in China and abroad, in joined forces to create world-class cultural and tourism products.”
Zhao concludes: “There has been a growing demand for high-quality leisure and entertainment experiences and destinations by families and young travelers within the country as domestic travel continues to increase after the pandemic.
“FECs thus have gained popularity with a strong momentum for further growth. At Max-Matching Entertainments, we are committed to our partnership with Mattel, Hasbro, WildBrain, Crayola, Aardman and more, to innovate, create and bring remarkable world-class IP experiences to a new level through our current and many more upcoming FEC projects across China.”
Max-Matching recently partnered with WildBrain CPLG on LBE activations in China. The collaboration included projects for Peanuts, Teletubbies and In the Night Garden.
