The iconic toy giant Mattel is preparing to make a major splash in the world's theme park capital, with plans for a massive new indoor water park complex set to open just a stone's throw from Walt Disney World in Orlando, Florida.
A New Challenger Emerges in Orlando's Tourism Heart
Move over, Disney and Universal. A formidable new rival is entering the fiercely competitive Orlando tourism market. Mattel, the beloved company behind Barbie and Hot Wheels, has filed permits for an expansive 11-acre "tourist commercial resort" in Lake Buena Vista, the very neighbourhood where Disney World resides. The site is reportedly a mere 10-minute drive from the Magic Kingdom's gates.
This development is part of Mattel's previously announced strategy to launch a series of five indoor water parks across the United States, branded as Mattel Wonder Indoor Waterparks. While the initial announcement was made in November, new filings this week have revealed the first concrete details about the ambitious Orlando project.
Inside the Plans: Themed Zones and High-Tech Features
According to permits filed by the engineering firm Kimley-Horn on behalf of Mattel, the development will be a significant mixed-use attraction. Concept plans obtained by local media outline a substantial facility featuring:
- A sprawling 90,000-square-foot indoor water park.
- An adjoining 35,700-square-foot outdoor water park.
- A dedicated 42,000-square-foot 'slide zone' for thrill-seekers.
- An 11,400-square-foot retail store and a family entertainment centre.
A key innovative feature will be a state-of-the-art retractable roof covering the indoor areas. This design will allow Florida's sunshine to flood in on pleasant days, while providing protection and climate control during the region's frequent storms.
The park will be deeply themed around Mattel's most famous intellectual properties. Reports indicate dedicated areas for Barbie, Hot Wheels, and Masters of the Universe. The Barbie section is rumoured to include a life-sized Barbie Beach House, offering an immersive experience with a "Dream Closet" that uses hologram technology. A rooftop restaurant with Barbie-themed food is also planned.
For Hot Wheels enthusiasts, the park promises a high-speed aquatic racing coaster designed to mimic the loops and drops of the classic orange toy tracks. Furthermore, a 4,500-square-foot laser tag arena modelled after Castle Grayskull from Masters of the Universe is slated for inclusion.
Expanding the Mattel Entertainment Empire
This water park venture is not Mattel's only foray into physical entertainment. The company is concurrently developing two Mattel Adventure Park theme parks in Glendale, Arizona, and Kansas City, Kansas. The Orlando water park represents a strategic move to capture a share of Florida's enormous year-round family tourism market with a weather-proof attraction.
In a press release last autumn, Mattel described the water parks as "experiential aquatic destinations" designed to "create a new form of entertainment featuring Mattel’s beloved brands." Julie Freeland, a Mattel Vice President, stated the company aims to let guests "connect with their favorite brands in an entirely new way."
Other confirmed locations for the Mattel Wonder Indoor Waterparks include Bellevue, Nebraska, and Bradley, Illinois. The final two locations remain unannounced. While an official opening date has not been set, industry speculation suggests the Orlando park could debut in 2028, with construction expected to commence this year.
This significant investment signals Mattel's serious intent to transition from toy shelves to immersive, large-scale experiences, directly challenging the established giants on their home turf in Central Florida.
