Scruffy Dog Creative Group (SDCG), a leading creative design company, and Simtec Systems, a leader in motion simulation, have announced a new dark ride concept in collaboration with toy manufacturer Mattel.
The collaboration will utilise the latter’s Fisher-Price IP, a US brand of educational toys and activities for infants, toddlers and preschoolers found around the world.
The narrative and concept for the dark ride have been developed by Scruffy Dog Creative Group, who will also be relied on for the theming design and completion. A new trackless ride system will be supplied by Simtec, a first of its type by the manufacturer. The firm will also supply the ride’s technology components and chassis.
“A huge advantage”
Simtec’s system has been designed to be modular and adaptable and is scalable to reflect the client’s budget. There is also flexibility in terms of vehicle designs, onboard SPX, and interactive features. Each trackless car can fit six to nine passengers.
Joe Bright, Scruffy Dog’s CEO comments: “Teaming up with Mattel and Simtec is a fantastic collaboration. The ride system can be designed to work with all the various iconic Fisher-Price themes which give our clients options and variations.”
Business Development Director for Simtec, Andreas Stickel adds: “Simtec is thrilled to have the opportunity to work in a partnership with Scruffy Dog Creative Group and Mattel. This is a huge advantage for clients worldwide, as we can deliver a first-class IP attraction as a turnkey solution including the ride system, design & theming, media, décor, and licensing fees.”
Attendees to this week’s Saudi Entertainment and Amusement (SEA) show can find out more about the latest themed dark ride concept, with both companies available for discussions at the event. Scruffy Dog Creative (Stand #3B49) and Simtec Systems (Booth 4B31) are at Riyadh International Convention & Exhibition Centre from 16 -18 May.
Last year, Scruffy Dog announced its new group commercial director, Mark Davies, bringing experience from institutions such as the UK’s Royal National Theatre and BBC Worldwide.
