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The toy giant Mattel Inc. took a significant step towards expanding its brands beyond toys by confirming the development of the country's first indoor water park with a retractable roof.
Under the name Mattel Wonder Indoor Waterparks, the company plans to build five venues in the United States, with the city of Orlando as the initial location.
Although the exact location has not yet been revealed, the company announced that it could provide details about the location as soon as next month.
According to the Orlando Sentinel, the opening is scheduled for 2028, but it could be moved forward if the project progresses as planned.
An aquatic experience "year-round," with natural light and climate protection
The project is being designed by Martin Aquatic, a firm based in Orlando responsible for creative work, mechanical, electrical, and structural engineering, as well as the thematic design of the parks.
Its president, Josh Martin, explained that the proposal aims to provide a space available year-round, free from the typical climate issues of Florida.
Mattel selected OpenAire, a Canadian company specialized in aluminum and glass buildings with retractable roof systems, as the provider for the structure.
This technology will allow the parks to have natural light and maintain a climate-controlled environment, avoiding the risk of closures due to storms, a recurring problem in the water parks of central Florida.
According to Martin, this will allow for a distancing from the traditional model of indoor parks, such as Great Wolf Lodge, with a visual proposal that is distinct and better integrated into the outdoor environment.
A blend of water park and experiential commerce
In addition to water attractions, the parks will feature family entertainment areas and experiential retail, a model that combines shopping with immersive themed spaces.
This concept aligns with Mattel's strategy to transition its franchises into in-person experiences, set against a competitive backdrop that includes Disney, Universal, SeaWorld, Legoland, and a growing number of privately-owned hotels with water areas.
Like other industry experts, the CEO of International Theme Park Services, Dennis Speigel, believes that companies like Mattel and Peppa Pig are exploring "test cases" in a market dominated by large operators.
However, it points out that water parks continue to be a profitable investment and a lower-cost option compared to mega theme parks.
The imagination of Barbie, Hot Wheels, Uno, and more than a dozen brands
One of the distinctive approaches of the project is its thematic design. Josh Martin revealed that it will not focus on characters but rather on architectural and sensory interpretations of the brands, allowing for the creation of spaces inspired by Barbie, Hot Wheels, Uno, or Thomas & Friends without resorting to human figures.
"And what if I designed a water slide inspired by Uno? What elements would I include to make it feel like you're playing the game?" Martin exemplified, describing the creative potential of the concept.
Each park will feature at least a dozen brands, including Fisher-Price, American Girl, Polly Pocket, Monster High, Barney, Matchbox, and Masters of the Universe.
Although the supplier of the slides has not yet been announced, Mattel promises to include an exclusive attraction, a slide available only in its parks.
Orlando: a saturated market... but attractive
With over 70 million tourists each year and high competition among water and theme parks, choosing Orlando may seem risky. However, Mattel aims to primarily target local residents, providing an environment that is accessible any day, without reliance on the weather.
According to Martin, the proposal aims to attract daily users rather than large tourist flows. "We will be a destination that caters to one-day customers. That is our goal," he stated.
For the designer, the initiative addresses a local need: "This market lacks a sheltered environment against the weather elements."
If the project materializes as announced, Orlando will not only set trends in the entertainment industry once again, but it will also inaugurate the first indoor water park with a retractable roof in the United States, inspired by the imagination of some of the world's most iconic children's brands.
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