Mattel has launched its first attraction on mainland Europe, opening a new Mattel Play! Area at the De Schatberg resort in Sevenum, Netherlands.

Covering 2,000sq m (21,500sq ft) the new addition to the resort is the third to open worldwide, following similar attractions in Britain and Dubai. The immersive play experience, says Mattel, allows children to experience its IPs through the power of storytelling and interactive experiences.

Each Mattel character featured within the attraction has its own immersive zone. Brands featured include Thomas & Friends, Fireman Sam, Bob the Builder, Angelina Ballerina and MEGA, all of which are popular in the European market.

"Mattel have some of the most recognised family brands in Europe," said Ronald Hoppzak, De Schatberg owner.

"It made for a perfect partnership to create a Mattel Play! experience as we wanted to grow our experiences from operating a family holiday park by incorporating an indoor all year-round attraction.

"Mattel is a global partner with powerful iconic brands that are the perfect fit for expansion strategy.”