Chinese digital conglom iQIYI is expanding the footprint of its flagship QiBubble children’s portal with the addition of a digital picture book library and the launch of an offline experiential event with longtime partner Nickelodeon.

A range of premium books, including titles based on hit Nick properties SpongeBob SquarePants, Dora the Explorer and Blaze and the Monster Machines, are now available on QiBubble, complementing the platform’s existing lineup of animated content touching on topics like traditional culture, science and English-language education.

iQIYI and Nickelodeon have also opened the doors of QiBubble Village, an offline entertainment center located in Shanghai’s Taifu shopping mall. For parents who are iQIYI VIP members and register their kids in advance, QiBubble Village offers meet-and-greets with Chase and Marshall from PAW Patrol, while facetime with SpongeBob and Dora the Explorer can be had by all visitors. English corners, QiBubble cinemas, reality shows featuring celebrities and animation are also in the works to broaden the experience.

In other iQIYI digital news, the company has launched iQIYI Vertical Zone, a new channel on its mobile app dedicated to video that can be watched in portrait mode. Currently available are 25 vertical video series covering youth-focused talk shows, music, food and lifestyle-focused content, and iQIYI expects to release 20 additional series this year, including cartoons, dramas and variety shows. The move comes on the heels of Instagram’s recent launch of IGTV vertical, portrait-mode options for smartphones.