Toy manufacturer Mattel is planning to build the first retractable-roof water park in Orlando, with themes such as Barbie, Thomas the Tank Engine, and Hot Wheels.
Creative and operational work is underway, led by Orlando-based Martin Aquatic.
“This is an opportunity to work with one of the cornerstone brands of Americana,” said Josh Martin, president and creative director. “For the Mattel Wonder Project, we are the creative leaders for all design and layout of the storytelling, as well as the aquatic engineers of record responsible for the mechanical, electrical and structural aspects.”
Mattel announced this week that it intends to build five water parks, named Mattel Wonder Indoor Waterparks, with Orlando being the first location. It has not been revealed exactly where they will go.
“We’re not completely ready to announce what those locations are,” Martin said. He said that information could be shared as early as next month.
He said several vendors were chosen, including Canada-based Open Air, which manufactures aluminum glass buildings with retractable roofs.
“The beauty of their building is that it’s different from a traditional Great Wolf Lodge or an old heritage indoor water park. It has natural light. It also has a roof that lets in the natural weather,” Martin said. “In Florida, it weathers and protects us. We don’t risk losing our water parks in an afternoon thunderstorm.”
Martin said the plan is to open sometime in 2028, possibly sooner. The project will also include “experiential retail” and family entertainment center components at each location.
Martin said the vendor for the waterslide has not yet been announced.
“I can tell you that we have a special water slide that you can only experience at Mattel.”
The design focus is on bringing the world of Mattel products to life.
“We’re looking at elements that are classic and iconic. What’s familiar but unique in the Barbie area? So we’re looking at the architecture. We’re not really focused on putting the Barbie character there. That’s not the purpose,” Martin said. “Mattel has a great history with board games and Mattel toys and games, so looking at something like Uno allows us to think outside the box. What if we were to design a water slide around Uno? What would it look like? What would make it feel like you’re playing a game?”
“And the same goes for Thomas the Tank Engine and Friends, seeing these evergreen brands means a lot to the young and young at heart.”
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Martin said each park will feature more than a dozen unique brands.
El Segundo, California-based Mattel’s franchises also include Fisher-Price, American Girl, Thomas & Friends, Masters of the Universe, Matchbox, Monster High, Polly Pocket and Barney.
“Mattel Wonder Indoor Waterpark includes many of the iconic Mattel brands that have been played with for generations, offering innovative water-based attractions and amenities in a dynamic new format from Mattel,” Julie Freeland, Mattel’s vice president of global location-based entertainment, said in a news release.
“I think what we’re seeing is kind of a test case for smaller, developing new entrants in the industry like Mattel and Peppa Pigs,” said Dennis Spigel, CEO of International Theme Park Services.
“And with over 70 million tourists, Orlando is definitely a great market to try a burger,” he said.
However, Central Florida is already considered waterpark-rich, with Walt Disney World, Universal Orlando, SeaWorld Orlando, and Legoland Florida all operating water attractions, as well as numerous resorts with elaborate pools. Great Wolf Lodge opened its first Florida location in Naples last year.
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“Water parks remain a good business with high returns and low investment levels,” Speigel said. “If you’re in the right market, you can use that to your guests’ advantage.”
Martin said while being a tourist hotspot is a plus, the focus is on growing the local population.
“We’re going to be a destination that accommodates day-trippers as well. That’s our goal. We’re competing for new people every day,” said Martin, an Orlando native.
“I’ve had bad sunburns ruin it, thunderstorms ruined it, multiple times a day,” he says. “The weatherproofing, weather-protected environment is something you don’t have in this market.”
dbevil@orlandosentinel.com
