WildBrain Garden, a new retail experience showcasing Teletubbies and In the Night Garden, has launched in Zhongshan, China.
WildBrain Garden is the first-ever permanent retail store for the pair of WildBrain preschool brands in Asia. The destination spans 930 sq. ft. and features a curated selection of Teletubbies and In the Night Garden merchandise, including collectibles, accessories, gifting, and plush.
The location opened at the end of June at the Magic World Family Entertainment Center (FEC) and was developed in partnership with Max-Matching Entertainments alongside WildBrain CPLG’s location-based entertainment (LBE) team. A second location featuring the brands is set to open in Beijing next year, also in partnership with Max-Matching.
Teletubbies is marking its 30th anniversary in 2027, while In the Night Garden turns 20.
“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,” said Ben Peace, franchise EVP at WildBrain. “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, GM at Max-Matching Entertainments, noted, “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 for global LBE at WildBrain CPLG, added, “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.”
