Mattel Takes a Splash into Entertainment with Wonder Indoor Waterparks
Mattel's New Wave of Entertainment
In a bold move, Mattel, a world-leading toy and family entertainment company, announced its latest venture: the creation of Mattel Wonder Indoor Waterparks. This series of experiential aquatic destinations is set to bring a fresh form of entertainment, blending the thrill of waterparks with the charm of Mattel's iconic brands.
Partnerships and Locations
For this ambitious project, Mattel has partnered with Martin Aquatic, a renowned aquatic design firm, waterpark management firm American Resort Management, and developer I-dentity Group. The plan is to launch five unique destination waterparks, with Orlando, Florida, marked as the first of these locations. Specific launch dates are yet to be announced.
Expertise Behind the Project
Each partner brings a unique set of skills to the table. Martin Aquatic, with its extensive portfolio of large-scale resorts and cruise-ship waterparks, will spearhead the concept-to-engineering design of the aquatic experiences. American Resort Management, known for its expertise in waterpark management and hospitality development, will focus on sustainable performance and optimization of guest flow. I-dentity Group, on the other hand, will weave the guest journey through themed signage, spatial storytelling, and immersive environment décor.
Brands Come Alive
The collaboration aims to elevate each park beyond a standard waterpark into a marquee destination. Fans can expect to see many of Mattel’s iconic brands, like Barbie and Hot Wheels, integrated across various attractions. These range from tranquil lazy rivers and wave pools to adrenaline-inducing waterslides. It's a unique opportunity for guests to connect with their favorite brands in an entirely new and immersive way.
Industry Leaders' Take
Julie Freeland, VP Global Location Based Entertainment at Mattel, expressed her excitement about this project. She emphasized on the innovative water-based attractions and amenities that Mattel Wonder Indoor Waterparks will offer, providing a dynamic new format for Mattel. Josh Martin, President and Creative Director of Martin Aquatic, shared his enthusiasm about blending their innovative experiential design with Mattel's family of brands. Meanwhile, Rick Coleman, CEO of American Resort Management, and Chris Schroeder, CEO of I-dentity Group, highlighted their teams' readiness to create memorable experiences at every Mattel Wonder Indoor Waterpark location.
What's Next?
As the development of Mattel Wonder Indoor Waterparks progresses, more details will be unveiled. This project signifies Mattel's continued leadership in global location-based entertainment, offering fans a range of experiences that translate its beloved brands into engaging environments. It's not just about creating lasting memories; it's about empowering generations to explore the wonder of childhood in a whole new setting.