Global toy brand Mattel has announced plans to translate its extensive intellectual property into a new location-based entertainment concept.
The company is preparing to launch a series of experiential aquatic destinations across the United States, bringing several recognisable franchises into the indoor leisure sector through a network of strategic partnerships.
The upcoming project, titled Mattel Wonder Indoor Waterparks, aims to deliver a year-round family-entertainment attraction model. To execute the rollout, Mattel has formed a development consortium featuring aquatic design firm Martin Aquatic, management operator American Resort Management, and physical space developer I-dentity Group. The initial phase of the expansion strategy includes five planned waterpark locations, with Orlando, Florida, currently targeted as the debut destination.
The indoor destinations are designed to integrate multiple toy properties into the guest experience, combining physical waterplay with established character branding. Visitors will encounter themed aquatic environments incorporating franchises such as Barbie and Hot Wheels. The attraction mix across the planned sites will include wave pools, lazy rivers, and a range of high-thrill waterslides designed to cater to different age groups and adrenaline levels.
Each partner brings a distinct operational focus to the overarching project. Martin Aquatic, whose prior credits include the Volcano Bay water theme park at Universal Orlando and Royal Caribbean’s Perfect Day at CocoCay, will lead the conceptual and engineering design for all aquatic elements. I-dentity Group has been tasked with managing the overarching guest journey through environmental decor, spatial storytelling, and immersive signage. Meanwhile, day-to-day facility management and guest flow optimisation will be overseen by American Resort Management, an operator with an existing portfolio that includes Epic Waters and Wild Rivers.
Combining brands and physical spaces
Julie Freeland, vice president of global location-based entertainment at Mattel, outlined the vision behind the new leisure model.
“Mattel Wonder Indoor Waterparks will encompass many iconic Mattel brands that span generations of play, offering innovative water-based attractions and amenities in a dynamic new format for Mattel,” she said. “We are thrilled to collaborate with these exceptional industry leaders in waterpark development to create an experience where guests can connect with their favourite brands in an entirely new way.”
The partnership structure relies on combining intellectual property with specialised experiential design and operational discipline. Josh Martin, president and creative director of Martin Aquatic, shared his perspective on the collaboration process.
“Blending our innovative experiential design with Mattel’s family of brands is a dream come true,” he noted. “We look forward to inspiring that same sense of wonder for kids and adults alike as they cross the threshold into each Mattel Wonder Indoor Waterpark.”
Rick Coleman, chief executive officer of American Resort Management, emphasised the operational goals for the upcoming attractions.
“As experts in waterpark management and hospitality development, our team is primed to create truly memorable experiences at every Mattel Wonder Indoor Waterpark location,” he said.
Chris Schroeder, chief executive officer of I-dentity Group, added: “We are excited to bring Mattel’s incredible brands to a new entertainment destination. With Mattel’s diverse portfolio of iconic properties, there is no limit to the energy and imagination each Mattel Wonder Indoor Waterpark will offer visitors.”
The first site to open will be in Bellevue, Nebraska, by the end of 2027. Further details regarding other launch dates and the specific locations of the remaining parks are expected to be announced as the development progresses. This initiative marks a further expansion of Mattel’s location-based entertainment division, which already manages various travelling exhibitions, live events, and permanent tourist attractions globally.
