On December 6 at 7 p.m., the globally beloved My Little Pony animated franchise launched its Fairy Tale World Exhibition with a grand lighting ceremony at Jing'an Imix Park. This Shanghai premiere offers an immersive, all-ages experience, bringing the magic of friendship to life this winter season.
The reporter learned that the exhibition features four specially curated interactive zones, leveraging the mall's unique layout to deliver an immersive consumption experience. The centerpiece attraction, "Fairy Tale World," spans over 200 square meters in the atrium of Gate A, Building 1. Visitors can take photos with character installations like Pinkie, Fluttershy, and Rarity while enjoying the whimsical spinning cup ride. A towering 5-meter Pinkie inflatable figure at Jing'an Imix Park's Jincheng Road entrance becomes a street spectacle. Additional photo opportunities include the "Pony's Shining Moment" installation at Gate C and the "Flash Moment" themed photo booth at the second-floor pumpkin seed-themed district entrance.
The My Little Pony pop-up store also debuted near the atrium of Gate A, featuring three dedicated sections: New Releases, Limited Edition Collections, and Classic Favorites to showcase exclusive mystery boxes, surprise bags, and nearly 100 limited-edition merchandise, including badges and keychains—offering diverse party-themed selections.
To elevate the shopping experience, the store now offers three premium promotions: complimentary gifts with minimum spend, surprise add-ons, and check-in rewards. More exclusive events will be launched in collaboration with customers.
To strengthen engagement with families and young consumers, Jing'an Imix Park capitalized on the Year of the Horse by initiating "My Little Pony" IP partnership discussions nearly a year in advance. On December 6, it unveiled the blockbuster My Little Pony Fairy Tale World Exhibition. The three-month exhibition will run through key holidays, including New Year's Eve and Spring Festival, offering consumers immersive shopping experiences fueled by the IP's sustained popularity.
This year, Jing'an Imix Park has focused on its core customer base by continuously refreshing its retail mix and upgrading brands. Following the introduction of Decathlon—a global leader in multi-sport brand—during the National Day holiday, December will welcome the outdoor brand CAMEL's Jing'an debut and a DJI authorized experience store, among other high-profile premium brands. These additions will offer consumers a revitalized shopping experience while ushering in an energetic new chapter for the mall's operations.
From hosting trending IP exhibitions to executing year-end brand enhancements, Jing'an Imix Park will keep innovating through diversified marketing strategies. The mall is committed to creating a dynamic hybrid ecosystem blending designer toy IPs, technology-driven experiences, and sports-leisure offerings, delivering a more engaging social destination for consumers.