Ava McDonnell
Mattel, Inc. announced plans to launch Mattel Wonder Indoor Waterparks™, a new series of immersive indoor waterparks built around the company’s most iconic brands. The first of five planned locations is targeted for Orlando, a major expansion of Mattel’s push into location-based entertainment.
The project will blend well-known Mattel franchises, including Barbie, Hot Wheels, and Fisher-Price, into themed aquatic attractions such as lazy rivers, wave pools, and high-thrill waterslides. The company says each park will be designed as a “marquee attraction” bringing its popular IP to life in new interactive ways.
Mattel is partnering with three firms: Martin Aquatic (design and engineering), American Resort Management (operations and guest experience), and I-dentity Group (branded storytelling elements and themed environments). Together, the companies aim to merge established waterpark systems with recognizable Mattel characters and worlds.
“Mattel Wonder Indoor Waterparks will encompass many iconic Mattel brands that span generations of play,” said Julia Freeland, Mattel’s Vice President of Global Location-Based Entertainment, in a press release.
Josh Martin of Martin Aquatic described the partnership as an ideal blend of design expertise and nostalgia-driven brands, while American Resort Management CEO Rick Coleman highlighted his team’s operational experience in high-capacity resort environments.
I-dentity Group CEO Chris Schroeder said, “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.”
While Orlando has been identified as the targeted first location, neither a specific site nor a construction timeline has been released. Mattel said additional details, like design reveals, opening projections, and rollout schedules for the remaining four planned parks, will be shared as development progresses.
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