The toy giant Mattel Inc. is making a significant move to expand its brands beyond toys by announcing plans for the nation's first indoor water park featuring a retractable roof.
Dubbed Mattel Wonder Indoor Waterparks, the company intends to establish five locations across the United States, with the inaugural park set to open in Orlando.
While the specific site has yet to be disclosed, the company hinted that more details on the location might be revealed as early as next month.
According to the Orlando Sentinel, the water park is slated to open in 2028, though this timeline could be expedited if the project proceeds smoothly.
Year-Round Aquatic Experience with Natural Light and Weather Protection
The project is in the hands of Martin Aquatic, an Orlando-based firm responsible for the creative work, mechanical, electrical, and structural engineering, as well as the thematic design of the parks.
President Josh Martin highlighted that the aim is to create a year-round venue free from Florida’s notorious weather challenges.
Mattel has partnered with OpenAire, a Canadian company known for aluminum and glass buildings with retractable roofs, as the supplier for the park's structure.
This advanced technology will allow for natural lighting and climate control, reducing the risk of weather-related closures, a common issue for water parks in Central Florida.
Martin emphasized that this design would distinguish them from traditional indoor parks like Great Wolf Lodge, offering a unique visual appeal that blends seamlessly with the outdoors.
A Blend of Water Park and Experiential Retail
In addition to water attractions, the parks will feature family entertainment areas and experiential retail spaces, merging shopping with immersive themed environments.
This strategy aligns with Mattel's vision to transform its franchises into live experiences, competing in a market that includes Disney, Universal, SeaWorld, Legoland, and an increasing number of private hotels with water amenities.
Industry expert Dennis Speigel, CEO of International Theme Park Services, notes that companies like Mattel and Peppa Pig are exploring "test cases" in a sector dominated by large operators. Nonetheless, water parks remain a lucrative and less costly investment compared to massive theme parks.
The Imagination of Barbie, Hot Wheels, Uno, and More
A unique aspect of the project is its thematic design. Martin revealed that the focus won't be on characters but rather architectural and sensory interpretations of brands, allowing for spaces inspired by Barbie, Hot Wheels, Uno, or Thomas & Friends without featuring human figures.
"What if we designed a water slide inspired by Uno? What elements would make it feel like you're playing the game?" Martin illustrated, highlighting the creative potential of the concept.
Each park is expected to feature at least a dozen brands, including Fisher-Price, American Girl, Polly Pocket, Monster High, Barney, Matchbox, and Masters of the Universe.
Though the slide provider has not been announced, Mattel promises an exclusive attraction—a slide available only at their parks.
Orlando: A Saturated but Enticing Market
With over 70 million tourists annually and fierce competition in both water and theme parks, opting for Orlando might seem bold. However, Mattel aims to primarily attract local residents, offering a venue available any day, regardless of weather conditions.
Martin stated that the goal is to cater to daily visitors rather than large tourist volumes. "We will be a destination serving day-use customers. That’s our aim," he asserted.
For the designer, this strategy addresses a local necessity: "This market lacks an environment shielded from weather challenges."
If realized as planned, Orlando will not only set a new trend in the entertainment industry but also introduce the United States' first indoor water park with a retractable roof, showcasing the creativity of some of the world’s most iconic children’s brands.
Questions about Mattel's Upcoming Water Park in Orlando
When is the Mattel Wonder Indoor Waterpark expected to open in Orlando?
The water park is scheduled to open in 2028, though this could be expedited if the project progresses smoothly.
What makes Mattel's water park in Orlando different from traditional indoor parks?
Mattel's park will feature a retractable roof allowing natural light and climate control, distinguishing it from traditional indoor parks by offering a unique visual appeal that integrates with the outdoors.
What brands will be featured in Mattel's indoor water parks?
The parks will showcase at least a dozen brands, including Barbie, Hot Wheels, Uno, Thomas & Friends, Fisher-Price, American Girl, Polly Pocket, Monster High, Barney, Matchbox, and Masters of the Universe.