Chupa Chups and IGN Australia Launch Retro Gaming 'Fun House' in Parramatta
A free experiential activation at Westfield Parramatta blends 90s nostalgia with high-end gaming hardware and confectionery.
IGN Australia and Chupa Chups have partnered with Westfield Parramatta to launch the 'Chupa Chups Forever Fun House,' a free retro-themed gaming event. The activation aims to draw families and gaming enthusiasts into a curated experiential space during the October school holiday period.
Running from October 1 to 4, the event is located at Westfield Parramatta in New South Wales, specifically at the L2 Centre Court opposite Uniqlo. The activation is free to the public and operates during the shopping center's standard opening hours. The installation is designed as a 90s-style family dream home, featuring four uniquely decorated rooms equipped with various gaming consoles and free candy for visitors. Attendees can play a selection of popular titles, including Mario Kart World, Super Smash Bros Ultimate, and Minecraft Dungeons II.
The Nostalgia Play
This event arrives as part of a broader trend of "kidulting" and nostalgia-driven marketing, where brands leverage the aesthetics of the 1990s to appeal to both Gen X parents and younger generations. By transforming a retail space into a themed "dream home," the organizers are moving beyond traditional advertising toward experiential marketing. This approach allows the brand to create a physical touchpoint with consumers, blending the sensory experience of confectionery with the interactive nature of gaming.
Cross-Industry Synergy
The collaboration represents a strategic intersection between a global confectionery brand, a leading gaming media outlet, and a retail giant. For Chupa Chups, the partnership aligns the brand with the high-energy gaming community. For Westfield, the activation serves as a primary driver of foot traffic to the Parramatta location. The inclusion of high-stakes giveaways further incentivizes attendance; prizes include an Xbox Series X, a PS5, and a Switch 2, alongside a custom one-off Chupa Chups Gaming PC developed by Aftershock.
Future Outlook
As experiential activations become more common in retail environments, the success of the Forever Fun House will likely be measured by its ability to convert temporary foot traffic into long-term brand loyalty. While the event is a limited-time engagement, it signals a growing appetite for cross-industry collaborations that merge digital entertainment with physical retail. Observers will be watching to see if this model of "branded play" becomes a recurring strategy for Chupa Chups in other Australian markets.