WildBrain opens first dedicated TELETUBBIES and IN THE NIGHT GARDEN retail store in China

WildBrain has opened its first permanent retail space dedicated to Teletubbies and In the Night Garden in Zhongshan, China, a sign that both preschool franchises are riding a fresh wave of fan interest in the region. 

The 930-square-foot store, called WildBrain Garden, opened June 27, 2026, in Zhongshan as part of the new Magic World Family Entertainment Center, one of Asia’s largest hubs for international IP-themed attractions. The shop stocks plush, collectibles, accessories, and gifting tied to both brands.

WildBrain built the concept with Max-Matching Entertainments, a major Chinese LBE operator with existing clusters for Hasbro, Mattel, and Aardman properties, working alongside the location-based entertainment team at WildBrain CPLG. It’s the first of two planned WildBrain Garden locations in China — a second is set for Beijing in 2027.

The timing isn’t incidental: Teletubbies turns 30 in 2027, and In the Night Garden hits its 20th anniversary the same year. WildBrain’s Ben Peace, EVP Franchise, pointed to new Teletubbies content on iQIYI and the enduring popularity of Makka Pakka with Chinese audiences as evidence of momentum for both brands heading into the anniversary push.

In the press release, Peace said, “LBE is a key growth driver in our franchise strategy, and WildBrain Garden shows how we’re taking our brands beyond the screen into themed retail experiences. Through the charm and timeless appeal of Teletubbies and In the Night Garden, we’re creating an elevated retail destination that invites fans to step into these worlds.”

Freya Xin, General Manager at Max-Matching, framed the launch as a first step toward a broader slate of IP-driven retail destinations in China, while Evi Sari, VP of Global LBE at WildBrain CPLG, called it part of a wider Asia-Pacific expansion strategy for the company’s location-based entertainment business. Sari said, “WildBrain Garden marks a key step in scaling our LBE strategy in Asia-Pacific, with China central to that growth. By fully embedding our IP into every touchpoint, we deepen engagement, drive repeat visits and connect seamlessly to the broader brand ecosystem. With strong market momentum and major anniversaries for Teletubbies and In the Night Garden in 2027, we’re well positioned to expand further across the region and globally.”

Source: WildBrain Press Release