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Credit: Mattel Adventure ParkFor decades, there were the big two in the theme park industry, and everyone else was trying to catch up. Disney and Universal dominated the industry, but last year, Six Flags’ merger with Cedar Fair forced them into the conversation on theme park dominance.
However, 18 months into their partnership, the new Six Flags is struggling. After already closing its park outside Washington, D.C., Six Flags is facing financial difficulties and considering closing or selling more parks across the country.
A new player is entering the theme park realm to face off against Disney, and now that new opponent is coming to Central Florida. Mattel, the toymaker, has already announced parks in Arizona and Kansas City, but has now announced a new park in Orlando.
This week, Mattel announced it would be opening five new Mattel Wonder Indoor Waterparks, including one in Orlando with a retractable roof, the first of its kind in the country. Mattel announced that its Orlando park will be the first one it opens.
The new park will feature attractions such as Barbie, Thomas the Tank Engine, and Hot Wheels, as well as a family area and a retail and restaurant center. Mattel expects the new park to open sometime in 2028.
Mattel’s first park in Arizona is scheduled to open near the end of 2025; however, with 2025 nearing its end, there is no announced date for the new park to open.
Large portions of the Mattel Adventure Park in Arizona will be indoor/outdoor attractions to ensure it can be used year-round. The park will feature Barbie, He-Man, Hot Wheels, and Rock ‘Em Sock ‘Em Robots.
Mattel is also developing a second theme park outside of Kansas City. These new parks will follow the Disney model and include restaurants, shopping, and a hotel complex.
But Kansas City and Arizona aren’t Mattel’s only plans to dominate the theme park industry. Mark Cornell, President of Epic Resort Destinations and Mattel Adventure Park, announced that the company plans to open four additional theme parks across the country over the next decade.
The cornerstone of the new parks will be Barbie, Hot Wheels, and Masters of the Universe. The two parks currently under construction will offer a Barbie Dream House experience, a Hot Wheels roller coaster, and a Masters of the Universe laser tag experience.
The park in Kansas City was announced in 2024 and expected to open in 2026. However, Mattel has yet to break ground. Construction is scheduled to start in late 2026, and the park is expected to open in 2031.
With Disney and Universal adding to their theme parks, Mattel could find its niche in a crowded theme park industry, especially with its massive IP and innovative attractions.
What do you think of toymaker Mattel entering the theme park industry? Let us know in the comments.