Mattel Announces Development of Mattel Wonder Indoor Waterparks with Partners Martin Aquatic, American Resort Management, and I-dentity Group

Mattel, Inc. (NASDAQ: MAT), a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world, today announced Mattel Wonder Indoor Waterparks™, a series of experiential aquatic destinations to create a new form of entertainment featuring Mattel’s beloved brands.

Planned as five unique destination waterparks with launch dates to be announced, the Mattel Wonder Indoor Waterparks will be developed in partnership with aquatic design firm Martin Aquatic, waterpark management firm American Resort Management, and in collaboration with developer I-dentity Group. Orlando, Florida, is targeted as first among the five planned destinations.

Martin Aquatic, whose global portfolio spans large-scale resorts such as the award-winning Royal Caribbean’s Perfect Day at CocoCay, Universal Orlando’s Volcano Bay, and The Ritz-Carlton Naples, as well as cruise-ship waterparks, will lead the concept-to-engineering design of the aquatic experiences. American Resort Management, a proven leader in high-volume resort and entertainment operations including Epic Waters and Wild Rivers, will oversee sustainable day-to-day performance and guest-flow optimization. I-dentity Group will craft the guest journey through themed signage, spatial storytelling, and immersive environment décor.

Together, these partners combine design sophistication, operational discipline, and brand-experience excellence to elevate the project beyond a waterpark into a marquee destination. Each park will integrate many of Mattel’s iconic brands, including Barbie and Hot Wheels, across attractions ranging from lazy rivers and wave pools to thrilling waterslides.

Julie Freeland, VP Global Location Based Entertainment at Mattel, said: “Mattel Wonder Indoor Waterparks will encompass many iconic Mattel brands that span generations of play, offering innovative water-based attractions and amenities in a dynamic new format for Mattel. We are thrilled to collaborate with these exceptional industry leaders in waterpark development to create an experience where guests can connect with their favorite brands in an entirely new way.”

Josh Martin, President and Creative Director of Martin Aquatic, said: “Blending our innovative experiential design with Mattel’s family of brands is a dream come true. We look forward to inspiring that same sense of wonder for kids and adults alike as they cross the threshold into each Mattel Wonder Indoor Waterpark.”

Rick Coleman, CEO of American Resort Management, said: “As experts in waterpark management and hospitality development, our team is primed to create truly memorable experiences at every Mattel Wonder Indoor Waterpark location.”

Chris Schroeder, CEO of I-dentity Group, said: “We are excited to bring Mattel’s incredible brands to a new entertainment destination. With Mattel’s diverse portfolio of iconic properties, there is no limit to the energy and imagination each Mattel Wonder Indoor Waterpark will offer visitors.”

More details will be announced as the development of Mattel Wonder Indoor Waterparks progresses. Mattel is a leader in global location-based entertainment, offering a range of traveling exhibits, hospitality experiences, live entertainment, and permanent attractions that translate its brands into engaging environments where fans can share experiences and create lasting memories.