Scruffy Dog Creative Group and Simtec Systems have partnered to launch a new immersive trackless dark ride featuring the popular Mattel IP, Fisher-Price.

The ride's narrative and concept were developed by Scruffy Dog, while Simtec designed the trackless system.

With a capacity for six to nine people, the modular and adaptable design of the system means it can be scaled up or down depending on the client’s budget.

The ride also offers interactive elements and flexibility in terms of vehicle designs.

Joe Bright, Scruffy Dogs CEO, said: "Teaming up with Mattel and Simtec is a fantastic collaboration.

"The ride system can be designed to work with all the various iconic Fisher-Price themes which give our clients options and variations.”

Founded in 1930, US-based Fisher-Price creates educational toys for infants, toddlers and preschoolers. It is owned by toy and entertainment giant Mattel.

Germany-based Simtec specialises in high-end entertainment simulator systems, while Scruffy Dog is a UK-based entertainment and experience designer.