Tokyo-based Sony Creative Products has teamed up with Mitsui Fudosan Retail Management to create a branded retail event called Enjoy Shop-Pingu. The location-based IP extension, hosted by Japanese shopping mall LaLaport Fujimi, was launched late last month and will continue throughout February.

Enjoy Shop-Pingu follows the debut of Japanese-produced CGI series Pingu In The City, which launched on national public broadcaster NHK’s channel NHK ETV in October.

The retail event features Pingu-themed competitions, displays and special offers, including a mall-wide searching game, a Pingu-themed skating rink and a class that teaches fans how to make their own figures out of clay. Participating fans can also find Pingu-themed cards throughout the mall, which give them the chance to win exclusive products. (LaLaport Fujimi is a major shopping center located 18 miles from downtown Tokyo. The mall boasts nearly 300 shops ranging from department stores to movie theaters.)

Sony Creative Products manages licensing for Pingu in the Japanese market on behalf of rights owner Mattel.

The initiave comes as location-based brand extensions continue to grow in popularity. Everything from permanent and large-scale theme park attractions, to smaller pop-up experiences in shopping malls are capturing kids’ attention. Live shows, in particular, are contributing to the growth with productions like PAW Patrol Live! Race to the Rescue and Shopkins Live! boosting companies’ bottom lines.