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.