Mattel’s largest theme park to date is set to open its doors to kids and families in Glendale, Arizona next year.
After two years of delays during pandemic, Mattel Adventure Park will open at Glendale’s VAI Resort with attractions including two Hot Wheels-branded roller coasters, a life-size Barbie beach house, and a 4,500-square-foot Masters of the Universe laser tag arena.
The park will also feature a Thomas & Friends indoor play space for preschoolers and a mini golf experience featuring holes inspired by the toyco’s board games, including Pictionary and UNO.
Arizona-based construction company Epic Resort Destinations is leading the development of the nine-acre park’s design. The Adventure Park will contain a fully air conditioned indoor space to combat the Arizona desert heat, allowing families to visit any time of the year. And in cooler seasons, certain attractions can be moved outside so guests can enjoy them al fresco.
To build excitement for the park launch, Mattel is bringing the Hot Wheels Bone Shaker roller coaster car to Arizona’s Diamond Arena on August 19. Guests attending Mattel’s Hot Wheels Monster Trucks Live Glow Party touring show will get a chance to see the attraction on display for the first time. The new coaster is designed for both kids and adults and climbs as high as 84 feet in the air.
This marks the second theme park Mattel has created since its Thomas Land park launched in South Carver, Massachusetts eight years ago. The toyco has been ramping up its themed entertainment business in recent years with The World of Barbie (2022) touring shows from LA-based Kilburn Live and Mattel-branded play centers (2020) in Toronto with California’s iP2Entertainment.
Mattel’s new park should benefit from increased demand from families for theme parks and location-based entertainment. According to a report published by Dublin-based Research and Markets in February, the global amusement and theme park market is expected to reach US$82.4 billion in annual revenue by 2030, growing by 5.2% year over year from US$54.9 billion in 2022.