Mattel and Epic Announce Additional Brand Experiences for Upcoming Mattel Adventure Park

Mattel, Inc. (NASDAQ: MAT) and EPIC Resort Destinations, LLC. announced that Mattel Adventure Park in Glendale, Arizona will feature additional brand activations from Barbie, Masters of the Universe, and Mattel Games when it opens in 1Q 2023.

These Mattel brands join the previously announced Hot Wheels roller coaster and go-karting experiences and Thomas & Friends indoor theme park.

“Mattel Adventure Park will be even more engaging and entertaining at launch, with the addition of these iconic Mattel brand experiences,” said Julie Freeland, Senior Director, Global Location Based Entertainment, Mattel. “The expansion of this flagship attraction brings together the largest representation of Mattel’s beloved brands in a live space as never before.”

The additional brand experiences planned for Mattel Adventure Park will be highlighted by the Barbie Beach House, designed to be a must-visit destination for Barbie fans of all ages.  The Barbie Beach House features the Barbie flying theater, taking riders on a journey from deep underwater to outer space; the Dream Closet Experience, where Barbie, through state-of-the-art hologram technology, is brought to life to help curate the ultimate wardrobe; and the Barbie Rooftop where guests can enjoy a selection of signature pink beverages perfectly paired with sweet and savory snacks while enjoying panoramic views of the property.

Mattel Adventure Park will also feature a nine-hole mini golf experience that translates the Mattel Games portfolio into an immersive environment. Families can putt-putt while battling Rock ‘Em Sock ‘Em Robots, or through a life-sized Pictionary game board with additional games featured throughout. The #1 card game property, UNO, will be represented as a larger-than-life climbing structure where guests can jump on oversized UNO cards and race to the top.

Master of the Universe’s iconic Castle Grayskull has been transformed into a 4,500+ sq. ft. state-of-the-art laser tag arena where fans “have the power” to fight for Eternia. A Laser Tag experience will bring the world of Eternia to life and invites guests to join an epic battle to regain the power of the Universe.

“We are extremely excited to add Barbie, Masters of the Universe and Mattel Games themed attractions and rides to an already outstanding offering in development at the first-ever Mattel Adventure Park. We have spared no expense to bring these iconic brands to life in ways that will delight visitors of all ages for years to come.” Said Mark Cornell, President, Epic Resort Destinations.

About Mattel  
Mattel is a leading global toy company and owner of one of the strongest catalogs of children’s and family entertainment franchises in the world. We create innovative products and experiences that inspire, entertain, and develop children through play. We engage consumers through our portfolio of iconic brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends®, UNO®, Masters of the Universe®, Monster High® and MEGA®, as well as other popular intellectual properties that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming and digital experiences, music, and live events. We operate in 35 locations and our products are available in more than 150 countries in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering children to explore the wonder of childhood and reach their full potential. Visit us online at mattel.com.

About EPIC Resort Destinations
EPIC is a resort destinations developer specializing in Intellectual Property driven resorts and location-based entertainment. We are guest obsessed and, on a mission, to create, develop, and operate world-class destinations and attractions that are extraordinary, safe, and fun places where epic memories are created and shared. Our unique blend of family-friendly fun is created by combining time proven “wind in your face” themed rides, globally iconic brands with multigenerational emotional resonance, and immersive theatrical experiences featuring original media content.

Current developments under construction include Mattel Adventure Park, Barbie Beach House, and a flying immersive theater in Glendale, Arizona, with future destinations under consideration across North America. Visit us at matteladventurepark.com

Source: Licensing global