Spiro Middle East partnered with Bidaya – formerly Abu Dhabi Entertainment Company – to reimagine Mansour Festival 2025.
The event design and experiential agency brought the festival to life with immersive, story-led experiences centred on family participation.
Held 20–23 November at Yas Gateway Park on Yas Island, Spiro’s Middle East, US and UK teams introduced a refreshed festival delivered through creative direction, production, design and on-site management.
As one of the region’s most beloved family events, Mansour Festival carries strong cultural relevance tied to the popular animated hero.
This year’s edition focused on expanding that connection by transforming core elements of the Mansour universe into interactive experiences families could explore together. The reimagined festival was built around imagination, movement and hands-on engagement.
“Our goal was to make the Mansour universe something families could step into,” said Jo Webber, SVP Market Development & Growth. “Every space and activity was planned to feel familiar, inviting & easy for children to navigate.”
Spiro’s approach centred on building what the agency calls Brand Gravity, the bond between audiences and the brands they love.
By designing experiences that families could step into and interact with, they created emotional pull, deepened audience connection and extended its impact far beyond the festival grounds.
Life-size environments, discovery zones, creative workshops, roaming entertainment, character parades, fireworks and evening drone shows encouraged interaction at every step.
Food experiences and activity areas celebrating Emirati creativity and innovation added further cultural depth to the festival environment.
A major highlight was the reveal of the world’s tallest LEGO brick fictional character in Mansour’s likeness, which earned a Guinness World Records title and became one of the most photographed features of the event.
Mansour Festival 2025 aligns with the continued rise of festivalisation and cultural storytelling shaping entertainment experiences across the Middle East.
For Spiro, the project reinforced its expanding regional footprint and its role in delivering large-scale, culturally rooted environments designed for real family engagement.
CREDITS:
Client: Mansour Festival
Agency: Spiro
