Kids

WildBrain has opened its first permanent retail destination dedicated to its preschool franchises Teletubbies and In the Night Garden in China, launching WildBrain Garden at the Magic World Family Entertainment Center in Zhongshan. The 930 sq. ft. themed retail space offers a curated range of merchandise inspired by both brands, including collectibles, accessories, gifts and plush products. Opened on June 27, the store forms part of Magic World Family Entertainment Center, one of Asia’s largest international IP-themed entertainment destinations.

Developed in partnership with Max-Matching Entertainments Co. Ltd. and WildBrain CPLG’s dedicated Location-Based Entertainment (LBE) team, the launch reflects growing consumer demand for both preschool properties in China. The opening also marks the first of two WildBrain Garden retail concepts planned under the partnership with Max-Matching, with a second location scheduled to open in Beijing in 2027, coinciding with the 30th anniversary of Teletubbies and the 20th anniversary of In the Night Garden.

Ben Peace, EVP Franchise at WildBrain, said: “LBE is a key growth driver in our franchise strategy, and WildBrain Garden shows how we’re taking our brands beyond the screen into themed retail experiences. Through the charm and timeless appeal of Teletubbies and In the Night Garden, we’re creating an elevated retail destination that invites fans to step into these worlds. With new Teletubbies content recently launched on iQIYI and characters like In the Night Garden’s Makka Pakka continuing to resonate strongly with Chinese audiences, we’re building strong momentum for both brands in the market.”
Freya Xin, General Manager at Max-Matching Entertainments, added: “WildBrain Garden brings globally loved storytelling to life through immersive, experiential retail, creating a meaningful new connection with families and fans in China. The launch of the first WildBrain Garden as part of Magic World in the Greater Bay Area marks an important milestone for Max-Matching Entertainments and the beginning of a broader vision to develop world-class, IP-driven destinations that connect global brands with local audiences across China.”
Evi Sari, VP, Global LBE at WildBrain CPLG, said: “WildBrain Garden marks a key step in scaling our LBE strategy in Asia-Pacific, with China central to that growth. By fully embedding our IP into every touchpoint, we deepen engagement, drive repeat visits and connect seamlessly to the broader brand ecosystem. With strong market momentum and major anniversaries for Teletubbies and In the Night Garden in 2027, we’re well positioned to expand further across the region and globally.”