By Gary Symons
TLL Editor-in-Chief
Miraculous Corp and ActivNation just announced a partnership to develop “Miraculous: Land of Heroes,” a new line of location-based entertainment destinations inspired by the animated franchise “Miraculous: Tales of Ladybug & Cat Noir.”
The first two locations are scheduled to open in Phoenix in 2028 and Miami in 2029, the companies said.
ActivNation, whose portfolio spans entertainment destinations, hospitality and large-scale mixed-use development, plans additional locations in major U.S. markets and will lead site selection, design, development, and operations.
The family entertainment centers will combine interactive storytelling, physical play, rides, digital technology and live activations. Guests will begin in a reimagined version of Paris before moving into themed, mission-driven environments based on the world of Marinette and Adrien and their superhero alter egos, Ladybug and Cat Noir.
Visitors will take part in physical activities and digital gameplay that let them train like superheroes, test their agility, solve puzzles, complete missions with Ladybug and Cat Noir, and capture shareable photos and videos of their transformations. The venues will also include themed dining and beverages and an in-world Miraculous store.
Roz Nowicki, global head of consumer products at Miraculous Corp, said the concept is built around the franchise’s central message.
“Miraculous: Land of Heroes is built around one of the most powerful ideas at the heart of the brand: anyone can be a hero,” Nowicki said. “Miraculous has always encouraged young people to recognize their own courage, creativity and potential. This partnership gives us an extraordinary opportunity to turn that message into something families can experience together, where everyone has the chance to take the lead, make choices, and discover the hero within.”
Pascal Cohen, founder and owner of ActivNation, said the franchise’s broad appeal makes it well suited to a destination format.
“Miraculous has everything the market is looking for in a destination brand: globally loved characters, a distinctive visual identity, and a message that resonates across generations,” Cohen said. “Our goal is to translate that emotional connection into an experience that families and teenagers don’t simply visit once but want to discover and enjoy again and again.
“By bringing together technology, physical activity, rides, hospitality and evolving programming, we believe Miraculous: Land of Heroes will become a powerful new platform in family entertainment.”
The destinations are being developed in indoor, outdoor, and combined indoor-outdoor formats so they can fit different types of real estate, from urban retail and lifestyle centers to larger destination developments. The companies said the flexible approach will let them tailor each location to its market and climate while keeping a consistent Miraculous experience.
The companies also said they pitched the concept to property owners and mall operators as a way to repurpose space left by big-box retailers and department stores, with the goal of drawing repeat family visits and increasing traffic to nearby shops, restaurants, and entertainment facilities.
The openings in the U.S. are being fuelled by the impressive growth in popularity of the Miraculous franchise, both globally and in North America.
“Miraculous: Tales of Ladybug & Cat Noir” was created in 2015 and is produced by Miraculous Corp. The franchise includes six television seasons, TV movies and a feature film, and reaches audiences in 150 territories. Season seven is set to launch in the U.S. in November.
The franchise also boasts 54 million YouTube subscribers, more than 55 billion lifetime YouTube views and an average of 900 million monthly views, along with 1 billion views on TikTok and almost 1 billion gameplays on Roblox.
ActivNation, based in Aventura, Florida, is owned by Cohen and works across entertainment, hospitality, sports and technology. The company is the main owner and developer of Miami Gardens City Center, a 39-acre mixed-use development in Miami Gardens, Florida.