Scruffy Dog Creative and Simtec Systems develop Fisher-Price ride

Experience design company Scruffy Dog Creative and motion-based simulator firm Simtec Systems have developed a trackless ‘Dark Ride’ around the Fisher-Price brand.

With a modular and adaptable design, the system can scale up or down depending on the client’s budget. It also offers flexibility in terms of vehicle designs, on-board SPX, and interactive elements.

“Teaming up with Mattel and Simtec is a fantastic collaboration,” said Scruffy Dog CEO Joe Bright.

“The ride system can be designed to work with all the various iconic Fisher-Price themes, which gives our clients options and variations.”

Simtec Business Development Director, Andreas Stickel, added: “Simtec is thrilled to have the opportunity to work in a partnership with Scruffy Dog Creative Group and Mattel. This is a huge advantage for clients worldwide as we can deliver a first-class IP attraction as a turnkey solution including the ride system, design & theming, media, décor, and licensing fees.”

The dark ride initial narrative and concept have been developed by Scruffy Dog Creative Group, who will also be responsible for the theming and realisation. Simtec will deliver their first ever trackless ride system, along with the technology, and chassis.

–

To stay in the loop with the latest news, interviews and features from the world of toy and game design, sign up to our weekly newsletter here

More Recent News

Toy Retailers Association details DreamToys list of top toys for Christmas 2024

“More so than ever before, this year’s DreamToys list shows the incredible variety of experiences and play the UK’s vibrant toy industry has to offer consumers,” said chair of the DreamToys selection committee, Paul Reader.

LEGO bolsters Art range with LOVE set

The set comes with two building instructions, allowing adults to experience building the set with a loved one.

TOTY Awards 2024 finalists revealed

Nominees include The Op’s Flip7, Kosmos’ Gecko Run and TOMY’s Bebé Fuerte Count & Groove Bouncy Barbell.

Moose Toys to go direct-to-retail in Mexico from Q1 2025

“Adding Mexico as a direct-to-retail market is a key part of our strategy to supercharge growth in the region and an important initiative in the next phase of our overall company strategic plan,” said Ronnie Frankowski, Global President at Moose Toys.

One month left to send in your nominations for Mojo Nation 100: 2025 Edition

The deadline for nominations is Friday, November 29th.

Hug Me Pillows’ John Lewis pop-up enjoys “overwhelming” response

“Seeing how new customers and educators have embraced Hug Me Pillows as a tool for comfort and emotional well-being is truly heartwarming,” said Hug Me Pillows Creator Lucy Freeth.