New York (AFP) – The American toy giant Mattel announced on Thursday its foray into the water amusement park business in the United States, with the first of them planned for the end of 2027, which will include its emblematic brands such as Barbie and Hot Wheels.

First modification: 02/10/2026 - 12:12

Mattel's water parks will have facilities of around 9,300 m2 and are expected to open all year round, equipped with sliding roofs and designed for visitors of all ages. The first will be in Bellevue, Nebraska.

These spaces will offer attractions, experiences, food and drinks inspired by Mattel's catalog, which includes Fisher-Price, Uno, among others.

The group has partnered with the company American Resort Management, a specialist in the management of water parks such as Epic Waters or Wild Rivers, and will supervise these new attractions.

"We see a real opportunity to take the type of immersive entertainment that is traditionally concentrated in large markets and bring it to more communities," said Natalia Premovic, director of products and experiences at Mattel, quoted in a statement.

"It's a big step in that strategy and a great opportunity to show what happens when we bring so many of our brands together in one place," he added.

At this stage, the group plans to have five parks throughout the country, in cities such as Orlando (Florida), Bradley (Illinois) and Roanoke Rapids (North Carolina).

The first, whose construction has already begun in Bellevue, will have a Barbie multiple activity pool, with artificial waves, and a Hot Wheels slide, among other attractions.

© 2026 AFP

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