Nickelodeon is testing out new technology, like VR and AR, through its Nickelodeon Entertainment Lab. The lab will focus on building prototypes to test new tech concepts, including virtual cinema, VR, AR and artificial intelligence. The children’s television network is also in the midst of a brand refresh. The company intends for the lab to give artists and creators access to innovative tools to inspire new ways to tell stories for the next generation of children. In addition, the lab will advance long-range research and development efforts around new technologies to include real-time rendering, virtual cinema, virtual reality, augmented and mixed reality and artificial intelligence. The lab will focus on building prototypes to test new ideas, collaborating on innovation with creators, and shaping strategy around production capabilities to fuel future content opportunities.