Ubisoft Canada is expanding its Raving Rabbids universe with a venture into live interactive experiences.

The brand will come to life on Aug. 29 with the launch of  The Rabbids Amusement Centre in Pointe-Claire, QC. The family-friendly experiential space will feature Rabbids-themed activities and missions aimed at boosting physical activity and enhancing creative play.

Raving Rabbids is a premiere property for Ubisoft, targeting kids 12 and under. While Ubisoft has long leaned on traditional promotional strategies for the Rabbids, such as a successful consumer products program featuring apparel, accessories, toys and back-to-school items, the venture into live interactive speaks to a wider trend in the branded entertainment landscape.

Already, the brand has generated a strong YouTube presence, millions of video game sales worldwide and a popular CGI-animated TV series Rabbids Invasion from Ubisoft, TeamTO, France Télévisions and Nickelodeon.

And now Ubisoft Canada is looking to capture kids’ attention outside the screen space, a move that not only amplifies its branding, but moves it beyond a screen-based experience, an area that is a rising concern with many parents.

The video game co is an adventurous marketer, especially canny at using new media strategies to its advantage. It won a Grand Prix at this year’s AToMIC awards for its Watch Dogs Live interactive program and worked with Vice earlier this year on a three-part documentary series promoting its latest Tom Clancy game.

Related: Ubisoft’s Rabbids turn back Teletoon’s clocks