Mattel expands beyond toys with indoor water park chain

U.S. toy maker Mattel unveiled what it called a “landmark milestone” in its diversification strategy: the creation of a chain of indoor water parks in the United States, with the first set to open in Nebraska in late 2027. The parks will showcase some of the company’s iconic brands, including Barbie and Hot Wheels, AFP reported.

The indoor parks, called Mattel Wonder Indoor Waterparks, will cover approximately 9,300 square meters (100,000 square feet). Designed to operate year-round, they will feature retractable roofs and attractions aimed at visitors of all ages, CE Report quotes AGERPRES.

The parks will offer visitors rides and experiences, as well as food and beverages inspired by Mattel’s portfolio of brands, including Fisher-Price, Uno and others.

Mattel has partnered with American Resort Management, a company specializing in the operation of water parks, including Epic Waters and Wild Rivers.

“We see a real opportunity to bring this type of immersive entertainment, traditionally concentrated in major markets, to regions where our fans live,” Natalia Premovic, Mattel’s vice president of products and experiences, said in a statement.

The opening of the first park in Bellevue, Nebraska, “marks an important milestone in this strategy and a significant opportunity to show what happens when we bring so many of our brands together in one place,” she added.

Mattel initially planned five parks across the country, four of which already have locations: Bellevue, Nebraska; Orlando, Florida; Bradley, Illinois; and Roanoke Rapids, North Carolina.

The Bellevue park will feature, among other attractions, a Barbie-themed multi-purpose pool, an artificial-wave simulator, a Hot Wheels multi-slide, a lazy river inspired by popular Mattel games such as Uno, and a Fisher-Price water play structure. Construction is already underway.

In recent years, Mattel has expanded beyond toys, entering the film industry with its first “Barbie” movie in 2023, which became a global success. Nominated for eight Academy Awards, the film helped Warner Bros. achieve its highest-ever box-office earnings.

The company continued to capitalize on its portfolio of characters and brands in 2026 with the films “Masters of the Universe” and “Matchbox: The Movie.”

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