Nickelodeon expands family entertainment footprint with two new play centres in Indonesia

Nickelodeon is expanding its presence in Asia Pacific with the opening of two new Nickelodeon Play Centre destinations in Indonesia, following a licensing partnership between experiential leisure developer PLAY Culture and Tematik Makmur Abadi. The agreement enables the duo, in collaboration with Paramount, to develop and operate Nickelodeon Play Centres across the country.

Positioned as next-generation family entertainment venues, the centres feature themed dining, retail, soft-play zones, climbing walls, role-play rooms, interactive games, arts and crafts spaces, and special meet-and-greet sessions with beloved Nickelodeon characters.

The first location, Nickelodeon Playtime at Senayan Park, opened on 27 November 2025. A second venue, Nickelodeon Playtime: PAW Patrol at Carstensz Mall in Gading Serpong, is scheduled to open ahead of the Christmas holidays.

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The dual launch signals a fresh benchmark for family entertainment in Indonesia, said Tematik Makmur Abadi director Rey Wilfred, who expressed pride in bringing world-class immersive experiences to families nationwide.

“We also curate and provide a range of premium toys, collectibles, artworks, and creative merchandise sourced from official local and international producers,” he said, as quoted by government-owned radio RRI. “Our goal is not only to enrich the play experience within our centres, but also to support the retail and entertainment ecosystem, as well as brand activation initiatives in Indonesia.”

Linda Dong, president of Play Culture, said the region is witnessing significant growth in family entertainment spending and that shopping centres increasingly require experience-led offerings.

“After the success of our first Play Centre in Shenzhen in 2020, we are excited to work with Nickelodeon to bring this innovative concept to more families across the region,” she said. “The launch of Nickelodeon Playtime is an important part of our strategy to meet this demand and strengthen Play Culture’s position as an industry leader.”

Cow Play Cow Moo Indonesia views the launch as both a commercial opportunity and a cultural milestone. “We are committed to delivering joyful and meaningful entertainment for families. These new centres will not only elevate Indonesia’s family entertainment landscape but also inspire children through creativity, play, and the Nickelodeon characters they love,” said president director Daniel Darwin. 

The flagship destination at Senayan Park brings together major Nickelodeon properties - SpongeBob SquarePants, PAW Patrol, DORA, Teenage Mutant Ninja Turtles - alongside a Garfield-themed café.

Meanwhile, the Gading Serpong location becomes Asia’s first PAW Patrol-themed location-based entertainment (LBE) project. Designed to transport visitors into the world of Adventure Bay, the centre recreates iconic locations and attractions from the hit series.

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