NEWS: Mattel Wonder Indoor Water Park locations planned across the United States

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Mattel has that they are developing a series of water parks (five unique locations planned to start) leveraging the company's portfolio of popular brands. The company has confirmed that Orlando is targeted to be the first location in this new series of destinations.

https://corporate.mattel.com/news/mattel-announces-development-of-mattel-wonder-indoor-waterparks-with-partners-martin-aquatic-american-resort-management-and-i-dentity-group

Mattel, Inc. (NASDAQ: MAT), a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world, today announced Mattel Wonder Indoor Waterparks™, a series of experiential aquatic destinations to create a new form of entertainment featuring Mattel’s beloved brands.

Planned as five unique destination waterparks with launch dates to be announced, the Mattel Wonder Indoor Waterparks will be developed in partnership with aquatic design firm Martin Aquatic, waterpark management firm American Resort Management, and in collaboration with developer I-dentity Group. Orlando, Florida, is targeted as first among the five planned destinations.

Martin Aquatic, whose global portfolio spans large-scale resorts such as the award-winning Royal Caribbean’s Perfect Day at CocoCay, Universal Orlando’s Volcano Bay, and The Ritz-Carlton Naples, as well as cruise-ship waterparks, will lead the concept-to-engineering design of the aquatic experiences. American Resort Management, a proven leader in high-volume resort and entertainment operations including Epic Waters and Wild Rivers, will oversee sustainable day-to-day performance and guest-flow optimization. I-dentity Group will craft the guest journey through themed signage, spatial storytelling, and immersive environment décor.

Together, these partners combine design sophistication, operational discipline, and brand-experience excellence to elevate the project beyond a waterpark into a marquee destination. Each park will integrate many of Mattel’s iconic brands, including Barbie and Hot Wheels, across attractions ranging from lazy rivers and wave pools to thrilling waterslides.

Julie Freeland, VP Global Location Based Entertainment at Mattel, said: “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. We are thrilled to collaborate with these exceptional industry leaders in waterpark development to create an experience where guests can connect with their favorite brands in an entirely new way.”

Josh Martin, President and Creative Director of Martin Aquatic, said: “Blending our innovative experiential design with Mattel’s family of brands is a dream come true. 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, CEO of American Resort Management, said: “As experts in waterpark management and hospitality development, our team is primed to create truly memorable experiences at every Mattel Wonder Indoor Waterpark location.”

Chris Schroeder, CEO of I-dentity Group, said: “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.”

More details will be announced as the development of Mattel Wonder Indoor Waterparks progresses. Mattel is a leader in global location-based entertainment, offering a range of traveling exhibits, hospitality experiences, live entertainment, and permanent attractions that translate its brands into engaging environments where fans can share experiences and create lasting memories.

About Mattel
Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends™, UNO®, Masters of the Universe®, Matchbox®, Monster High®, Polly Pocket®, and Barney®, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential. Visit us at mattel.com.

About Martin Aquatic
Since 1987, Martin Aquatic’s team of design professionals has set the standard in producing one-of-a-kind aquatic leisure destinations including water parks, resort amenities, water features, and themed entertainment experiences with a portfolio of more than 2,500 built projects. The firm counts among its projects major aquatic amenities for some of the leading hospitality brands and destinations around the world, where it has blended waterpark master planning with aquatic engineering. Through its experiential design division, Ectovox, Martin Aquatic delivers themed attraction and branding design for its aquatic concepts as well as theme parks, family entertainment centers, and more. Visit martinaquatic.com.

About American Resort Management
American Resort Management is a nationally recognized, full-service hospitality management and development consulting company located in Grand Prairie, Texas and Erie, Pennsylvania. American Resort Management’s professional team of industry experts specialize in property management and development services in the waterpark, attractions, hotel, and resort industries. Visit americanresortmanagement.com.

About I-dentity Group
I-dentity Group specializes in developing brand extensions, further unlocking the value of brands through immersive experiences that redefine hospitality, dining, sports, entertainment, and active lifestyles. By blending innovation and storytelling, we create engaging environments that captivate and inspire. Visit i-dentity.co.

 

The Orlando Sentinel posted a follow-up story this week confirming that the new Orlando location will sit roughly 10 minutes from Walt Disney World near the Lake Buena Vista Factory Stores outlet mall. 

The site plan calls for a 90,000-square foot indoor waterpark that will be 60 feet tall and have a retractable roof. There’s also an outdoor park and event lawn, a slide zone and over 11,000 square feet of retail planned for the attraction. (Site plan by Kimley-Horn)

https://www.orlandosentinel.com/2026/01/16/location-revealed-for-mattels-new-toy-themed-waterpark/

The location of toy giant Mattel’s new indoor waterpark is no longer a mystery. It’s going to be 10 minutes from Disney on Vineland Road, just south of the Lake Buena Vista Factory Stores outlet mall.

The development team, which is composed of Mattel and Orlando-based Martin Aquatic, filed conceptual plans this week for the 11-acre site that will feature a 90,000-square-foot indoor water park with a retractable roof, an outdoor waterpark and event lawn, a “slide zone” and 11,400 square feet of retail space, according to a report in GrowthSpotter. The building could be up to 60 feet high, which is definitely tall enough to fit a life-sized Barbie Dream House.

The plan from Kimley-Horn shows parking for 752 vehicles, including 368 to be located in a parking garage.

The company behind such iconic brands as Barbie, Hot Wheels and Thomas the Tank Engine, announced the water park venture just before Thanksgiving. Creative and operational work is underway, led by Orlando-based Martin Aquatic.

The Mattel Wonder Indoor Waterpark is planned for an 11-acre site on S.R. 535, next to the Lake Buena Vista Factory Stores. (Orange County Property Appraiser)

“I can say that we will have an exclusive ride that will be a water slide that you can only experience at Mattel,” Josh Martin, president and creative director, told the Orlando Sentinel.

This will be the first of five such attractions, branded as Mattel Wonder Indoor Waterparks. The design focus is on bringing the world of Mattel products to life, and each park will have 12 or more unique brands featured, Martin said.

“We’re looking at those classic, iconic elements … What is familiar but unique about a Barbie area? So we look at the architecture. We’re not so focused on having Barbie characters. That’s not going to be the intent,” Martin said. “Mattel has an incredible history of board games and Mattel toys and games, and so being able to look at things like Uno, and think outside the box — what if I were to design a water slide that was around Uno? What elements would I include that feels like you’re playing the game?”

Some vendors have been selected, he said, including Canada-based OpenAire, which makes an aluminum-glass building with a retractable roof.

“The beauty of their building is it’s not like the traditional Great Wolf Lodge or some of the old legacy indoor water parks. It has natural light. It’s got a roof that lets natural weather come in,” Martin said. “In Florida, it’s going to be weatherized and protect us. We’re not going to run the risk of afternoon thunderstorms clearing out our water park.”

The vacant land, right on the Orange-Osceola line and north of the Sunrise City mixed-use district, is owned by Countyline Properties LLC. They previously submitted plans about a decade ago to build a second phase of the outlet mall on the property, which would have added roughly 110,000 square feet of new retail space, but never followed through on the project.