Activation is inspired by the character Gudetama and has expansion plans for 18 shopping malls across Brazil
Baladeira, in partnership with Sanrio, presented the attraction “Preguiçolândia”, inspired by the character Gudetama and has an innovative immersion concept that values creative leisure. The event will be held at Shopping Iguatemi Bosque Fortaleza, in Ceará, until September 29. With an investment of approximately R$ 380 thousand, the new attraction is positioned as Baladeira’s second largest licensed project since the post-pandemic recovery. “This is one of our largest investments, reflecting the importance and growth potential that we see in this type of experience”, says Alex Façanha, creative director of Baladeira.
The space offers a unique experience that invites visitors to “do nothing at the mall,” with areas dedicated to relaxation, beanbags, areas to charge your cell phone, have a snack, sing karaoke or try your luck on the Gudetama machine. In addition, the location has the “Preguiçoleta,” a roulette wheel that always ends up with the same result, encouraging visitors to take a five-minute break to rest. In the ball pit area, called “Lazy Ball,” visitors can play lightly and gently with plush soccer balls, reducing effort.
The attraction also includes a dedicated area for the electronic memory game “Cabeça Fria”, which is located inside a prop refrigerator and offers visitors the chance to cool their heads in a memory challenge. The location also offers free internet access and a variety of exclusive souvenirs, such as t-shirts, stickers, blankets, eco-bags, mugs, mini plush toys and Japanese and Korean convenience items inspired by the character.
“This type of attraction, which perfectly reflects the relaxed and fun spirit of Gudetama, not only expands the brand’s presence in Brazil, but also offers fans a unique opportunity to connect with the character in a totally new and immersive way,” says Monica Joseph, commercial and marketing manager for Sanrio in Brazil.
The “Preguiçolândia” activation started at Shopping Iguatemi Bosque Fortaleza, with plans to expand to 18 malls across Brazil over the next two years.
