Melbourne’s Marvel Stadium has moved to step up its provision of non-sporting activities by unveiling a new Kids Zone on the first level of the venue.

It is hoped the space, which will feature a play area and cubby house, will provide families with a comfortable area to enjoy each other’s company. An all-new menu featuring toasties, cake pops and pancakes will also be made available for children.

The Kids Zone will also include a dedicated kids food vendor and a large-scale colouring-in wall to encourage children to “unleash their creativity”.

The 3600mm x 1600mm colourless murals depict four friends entering Marvel Stadium and feature details that capture both the stadium and the city of Melbourne, such as a tram, sports players and a stage with spotlights. The mural will remain a permanent part of the stadium once it has been completed.

Marvel Stadium chief executive Michael Green said: “Our Kids Zone is all about families. It’s a space where they can take some time out, have something to eat, have a play and quite literally get their hands dirty with some colouring in.

“Families are seeking the full experience when they visit Marvel Stadium and we are committed to creating a venue where people head in earlier to experience everything that’s on offer – whether that’s stopping past the Spiderman Climbing wall, enjoying something to eat at Garden Gate, or admiring one of the hand-painted murals inside the stadium.”

Marvel was last year unveiled as the new naming-rights partner of the venue, which was formerly known as Etihad Stadium. The new Kids Zone is the latest move by the stadium in its efforts to offer an experience beyond its main event portfolio.

The stadium has added features such as a 16m high Spider Man climbing wall and a Marvel height chart, which allows fans to compare their heights and footprints to their favourite superheroes.

Marvel Stadium hosts AFL, cricket, rugby and football matches, as well as music concerts, with Metallica and U2 set to perform at the venue in the coming months. The 56,000-seat stadium was named Venue of the Year at June’s TheStadiumBusiness Awards.