Miraculous Corp is expanding into location-based attractions with ‘Miraculous: Land of Heroes,’ a project for families and teenagers that turns the animated franchise into active, story-led play. Built with ActivNation, the centers combine rides, digital interaction and live action so visitors move through the narrative instead of only watching it.
Guests begin in a stylized Paris, then move into themed zones for hero training and agility courses, with dining and a branded store. The first two U.S. venues are planned for Phoenix in 2028 and Miami in 2029, and the concept is being designed for indoor, outdoor and mixed formats.
Miraculous shows how flexible layouts make the project easier to fit into retail centers or destination sites, while Phoenix and Miami give the brand repeat-visit business beyond TV and film and help landlords use entertainment to drive traffic to nearby stores and restaurants.
Image Credit: Miraculous Corp/The Toy Book
Key Themes Behind This Trend
- Story-led Play Venues
- Franchise owners are turning passive media properties into immersive physical environments where narrative progression, movement and character interaction create repeatable family entertainment models.
- Flexible Attraction Formats
- Modular indoor, outdoor and hybrid venue designs are widening the range of retail and destination sites that can host branded entertainment concepts.
- Retail Entertainment Anchors
- Experiential attractions are reshaping shopping centers by using high-engagement leisure destinations to increase dwell time and support surrounding dining and retail tenants.
Where This Applies
- Location-based Entertainment
- Theme park-style experiences are being scaled into smaller urban and suburban formats that blend rides, digital systems and live performance for broader market access.
- Media Franchising
- Animated and youth-focused IP is gaining new commercial value as brands extend characters into physical spaces that deepen fan engagement beyond screens.
- Commercial Real Estate
- Landlords are integrating branded leisure venues into mixed-use properties as entertainment becomes a differentiator for traffic generation and tenant resilience.
