French mediaco M6 Group has acquired indoor playground company La Boite Aux Enfants and has a strategic plan to move kids channel brand Gulli into this market. 

La Boite launched in 2009 and currently operates 25 play centers in France. Significantly, 13 of them are already Gulli-branded (pictured) under a licensing deal that’s been in place since 2011. But with this acquisition, which is expected to close in early July, M6 and Gulli want to significantly expand the number of these themed parks (in shopping centers and stand-alone locations) and the attractions and events they offer. 

The existing play centers are aimed at kids up to age 12, featuring climbing structures, themed play spaces (e.g. princess and western), and magic and dancing areas. They’re expected to attract two million visitors this year and generate US$19.5 million in revenue. 

M6 is focused on investing in Gulli to capitalize on the channel’s audience share of four- to 10-year-olds growing by 29% last year. 

The indoor play center market has fully rebounded from the pandemic closures, with major companies including Hasbro, The Hershey Company and Netflix unveiling plans to launch new locations in the last year alone.