For a lot of households, theme parks are extra than simply trip locations; they’re cherished traditions. From thrilling rides and indulgent meals to seasonal occasions and must-have merchandise, these experiences proceed to attract hundreds of thousands of tourists annually.
As a child, my household took yearly journeys to Orlando with one unwavering aim: visiting each Disney and Common park we may. Weeks upfront, we mapped out every trip and attraction and made reservations at traditional resorts and eating places, typically earlier than even reserving our flights.
Although typically an costly pastime, household tourism has helped propel a few of the world’s most iconic leisure corporations, resembling Walt Disney World, Common, and Six Flags, into family names, whereas giving rise to beloved amusement parks which have stood the check of time.
Now, after greater than 80 years, one other participant is coming into the theme park sport, and it is coming in with daring ambitions.
Mattel reveals plans for brand spanking new theme parks
Toy manufacturing and household leisure large Mattel Inc. (MAT) is constructing a brand new indoor water park in Central Florida referred to as “Mattel Adventure Park,” and early bulletins counsel it goals to rival longstanding business leaders which have battled for the title of greatest theme park.
In November 2025, Mattel unveiled plans for Mattel Surprise Indoor Waterparks, increasing its portfolio into the theme park business with a brand new type of leisure that includes its manufacturers throughout sights resembling lazy rivers, wave swimming pools, and waterslides, in accordance with the press launch.
Mattel plans to deliver the idea to 5 locations, in partnership with aquatic design agency Martin Aquatic, waterpark administration agency American Resort Administration, and developer I-dentity Group, with Orlando, Florida, named as a major goal.
“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,” mentioned Mattel VP World Location Based mostly Leisure Julie Freeland within the press launch.
“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.”
Up to now, the Mattel Journey Park web site lists solely Glendale, Arizona, and Kansas Metropolis, Kansas, as official “coming soon” areas, however improvement plans affirm that yet one more main metropolis is within the works.
Mattel Inc. reveals new updates on its Mattel Surprise Indoor Waterpark in Orlando.
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What we find out about Mattel Journey Park in Orlando
Mattel Journey Park in Orlando will span 11 acres alongside State Highway 535 close to Lake Buena Vista Manufacturing unit Shops, that includes “indoor/outdoor water park amenities, an outdoor gathering area, a retail store, and a family entertainment center,” in accordance with a pre-application allow filed on Mattel’s behalf and reported by Fox35.
The idea plan
- Indoor space:
A 90,000-square-foot indoor waterparkAn 11,400-square-foot retail space
42,000-square-foot slide zone
- Outside portion:
35,700 complete sq. ft, together with a waterpark part, an occasion garden, a parking storage with 368 areas, and a floor lot with 385 areas
This location is strategically positioned lower than 10 minutes away from Walt Disney World Resort and below 20 minutes from all Disney parks. It is usually about 20 minutes from Common’s Epic Universe and really near Common Boulevard and the Worldwide Drive hall.
Whereas the chosen spot isn’t any coincidence, it may give vacationers extra choices, create new native jobs, and assist Mattel appeal to foot visitors from its a lot bigger rivals.
Deliberate sights and experiences
The Mattel Journey Park web site discloses a number of deliberate sights for all ages, themed round its iconic manufacturers, together with Thomas & Associates, Sizzling Wheels, Barbie, Masters of the Universe, and Mattel Video games.
Points of interest coming quickly
- Thomas & Associates:
Thomas & Associates: World of SodorThomas Journey Prepare: Treasure Hunt
Thomas & Associates: Get together Station
Bertie’s Bus Cease
Bulstrode’s Stormy Voyage
Flynn’s Firefighting Academy
Harold’s Helicopter Tour
Sodor Balloon Journey
Dockside Play Park
- Sizzling Wheels:
Sizzling Wheels Bone Shaker: The FinalSizzling Wheels Twin Mill Racer
Sizzling Wheels Unleashed 4D Journey
Sizzling Wheels Get together Pit Cease
Sizzling Wheels Go-Karting: Raceway
Sizzling Wheels Go-Karting: Skyway
Sizzling Wheels Pace Problem
- Barbie:
Barbie Seashore HomeBarbie Dream Closet Expertise
Barbie Flying Theatre
- Masters of the Universe:
He-Man vs. Skeletor Laser Tag - Mattel Video games:
UNO! Wild ClimbMattel Video games Mini Golf
Kerplunk Drop Tower
Mattel Journey Park
Mattel Video games Method
Eating and bars
- Thomas & Associates: Dockside Café
- Sizzling Wheels: Sizzling Wheels Legends Bar
- Barbie: The Barbie Rooftop
- Mattel Video games: Journey Pizza Kitchen
It isn’t but confirmed whether or not all sights shall be featured at each Mattel Journey Park location.
When will the Mattel Journey Parks open?
Mattel has not revealed an official opening date for the Orlando or Glendale areas, however the Kansas Metropolis park is ready to open in 2026, in accordance with an organization press launch.
On condition that Kansas Metropolis broke floor in late 2024, an analogous timeline would counsel the Orlando park may open round early 2028, assuming development and allowing proceed with out delays.
Why Mattel is coming into the theme park market
Mattel’s resolution to enter the theme park market may very well be an effort to reignite development following latest gross sales slowdowns.
Within the third quarter of fiscal 2025, internet gross sales declined 6% yr over yr, with North America gross sales down 12%. Gross Margin fell to 50%, primarily because of unfavorable overseas trade, inflation, tariffs, and better gross sales changes, as reported in its monetary overview.
Extra Theme Park Enterprise Information:
- Disney World and Common Studios rival closes 2 beloved rides
- Common Studios Florida theme parks closing 4 fan-favorite rides
- Disney World including new land, closing traditional sights
For the total fiscal yr 2024, internet gross sales decreased 1%, with North America gross sales down 1%.
“This quarter, our U.S. business was again challenged by industry-wide shifts in retailer ordering patterns,” mentioned Mattel CEO Ynon Kreiz within the firm’s third-quarter earnings name. “We continued to operate with excellence and made meaningful progress advancing our IP-driven toy business and expanding our entertainment offering.”
Theme parks signify an extension of that technique, permitting Mattel to monetize its mental property past conventional toys and media.
The broader theme park market
Whereas theme parks generate billions in annual income, they’re additionally pricey to function and keep. Competitors amongst main operators has intensified as corporations race to outdo each other with new sights and immersive experiences to maintain company engaged.
5 main amusement park operators account for almost all of U.S. income, with Disney, Common, and Six Flags holding the highest three spots, in accordance with IBISWorld’s newest report.
Prime U.S. theme park corporations by 2024 income
- The Walt Disney Firm (DIS): $34.1 billion (Supply:The Walt Disney Firm)
- Common Theme Parks – Comcast (CMCSA): $8.6 billion (Supply:Comcast)
- Six Flags Leisure Company (FUN): $2.7 billion (Supply:Six Flags Leisure Company)
The worldwide theme park business is projected to achieve $82.73 billion by 2032, pushed by technological innovation, shifting shopper expectations, and a rising concentrate on personalised visitor experiences, in accordance with Curler’s 2024 Theme Park Business Developments and Statistics report.
“Theme parks increasingly use sophisticated data analytics to transform visits into tailored adventures, ensuring every guest’s experience is unique,” mentioned Curler’s business consultants. “This trend is about forging a deeper connection between the parks and their visitors, creating memories that are not only memorable but also deeply personal.”
Innovation has turn into important for survival in a extremely aggressive market, and parks that fail to adapt to fulfill evolving shopper preferences and technological developments danger falling behind.
“To remain relevant amid evolving audience expectations, theme parks and their business leaders must rethink how they deliver guest experiences,” mentioned EY Americas Consulting Chief Expertise Officer Jason Noel in a assertion.
“Introducing minor changes is no longer sufficient; addressing challenges requires a transformative approach driven by advanced technology and strategic initiatives.”
Rising theme-park ticket costs
The push for innovation comes at a value to customers.
In 2025, single-day tickets on the 20 hottest North American theme parks averaged round $105, a 37% improve since 2015, barely outpacing the 36% nationwide inflation price, in accordance with FinanceBuzz.
Single-day ticket value will increase since 2015
- Disney: +69%
- Common: +49%
- Six Flags: +5.7%
To stay aggressive, Mattel will probably have to align its pricing with rivals and check whether or not customers are keen to pay premium costs for a model coming into the theme park house for the primary time.
Associated: Common Studios Orlando demolishes total theme park land
