Mattel Introduces Plan for Indoor Waterparks

Mattel has partnered with Martin Aquatic, American Resort Management and I-dentity Group for the development of five destination waterparks that will integrate the toy company’s brands.

“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,” said Julie Freeland, VP of global location-based entertainment at 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.”

Each park will integrate brands such as Barbie and Hot Wheels across attractions ranging from lazy rivers and wave pools to waterslides. Orlando, Florida, is being targeted as the first of the five planned destinations.

“Blending our innovative experiential design with Mattel’s family of brands is a dream come true,” said Josh Martin, president and creative director of Martin Aquatic. “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.”

“As experts in waterpark management and hospitality development, our team is primed to create truly memorable experiences at every Mattel Wonder Indoor Waterpark location,” commented Rick Coleman, CEO of American Resort Management.

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