Marketing

Carvel brings Flying Saucer celebration to Activate Union Square for grand opening

Image: Carvel

August 20, 2026

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Carvel is bringing its signature spirit of play to Manhattan to celebrate National Soft Serve Week and the 75th anniversary of its iconic Flying Saucer ice cream sandwich.

As part of the festivities, the ice cream brand is teaming up with active-gaming company Activate for the grand opening of its first New York City location in Union Square on Aug. 22, according to a press release.

The collaboration marks the first time an outside brand will be featured inside an Activate game, integrating Carvel's proprietary technology into the gaming space. On Aug. 22-23, visitors at the new 24 Union Square East location can play a limited-edition, Carvel-themed version of Activate's Strike game. The interactive experience features Carvel's beloved Cookie Puss character riding a Flying Saucer as players navigate a fast-paced Asteroids-style challenge.

"At Carvel we believe moments of play make life worth living," Marissa Sharpless, VP of marketing at Carvel, said in the release. "The Flying Saucer has brought people together for 75 years now, and our partnership with Activate gives fans a new way to experience the same freeing spirit of play that they feel when enjoying a Carvel treat. Bringing Cookie Puss and the Flying Saucer into Activate's interactive world is a natural fit as we celebrate National Soft Serve Day this week, and a fun way to commemorate this anniversary with the next generation of Carvel fans."

The venue will also feature Carvel-inspired creative displays, including a custom photo booth background providing guests with a digital keepsake of the grand opening weekend. Activate features 12 interactive game rooms where players can choose from more than 55 game varieties involving lasers, light-up grids, puzzles, and strategy.

"Carvel is known for their famous celestial being, Cookie Puss, and since Strike is Activate's nod to Galaga, this collaboration was a no-brainer," Rachel Smith, VP of marketing at Activate America, said in the release. "We absolutely love everything inherently playful about the Carvel brand, so it was an easy win for us to create something fun together and innovate in a way that has never been done at Activate before. This collaboration with an iconic New York brand invites guests to step inside a lively experience they will not find anywhere else."

The grand opening celebration for the 14,814-square-foot facility will run from 10 a.m. to 8 p.m. on Aug. 22, beginning with a ribbon-cutting ceremony at 9:30 a.m. The event will include live DJ performances, mini competitions, and hourly giveaways.

The first 100 guests in line at opening will receive priority access for half-off game play without a reservation, a Carvel Flying Saucer ice cream sandwich, custom swag bags and a limited-edition Activate wristband valid for complimentary weekly game play for 30 days. Line up is encouraged to begin at 8 a.m.

Atlanta-based Carvel has over 400 locations in 18 countries and territories.