Ubisoft to launch retailtainment concept

Video game developer Ubisoft will open its first retail and entertainment concept this summer in Montreal, with plans to expand elsewhere in Canada.

The 15,000-sq.-ft. complex will be in the center of the city's retail hub and parents can drop off kids while shopping nearby, according to Retail Insider.

The video game-focused concept is two years in the making and is based on the company's Rabbids video game franchise featuring mischievous rabbits, making it a "perfect match" for families and kids, according to Olivier Ernst, managing director of Ubisoft Canada.

The plan is to roll these centers out in or near dense retail clusters in Canada. The first is scheduled to open in August.

The concept isn't entirely new in retail; entertainment properties from Disney to Viacom have opened interactive retail locations to varying degrees of success. Retailers and malls are adding entertainment and dining areas to stores to create more compelling environments.

For more:
- see this Retail-Insider story
- see this Toronto Star article

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