As life in the pandemic era continues to normalize, the toy industry is looking ahead with plans to revisit the growth of events and experiences that were taking hold in 2019.
A host of branded Family Entertainment Centers (FECs) and other location-based entertainment experiences were in the works before the world was derailed. Now, following the plans for Mission Play! by Mattel — the first Mattel FEC in Europe — families in North America will soon have a destination where they can interact with their favorite toy brands in new ways.
Mattel inked a deal with Crystal Lagoons Island Resort for the first-ever Mattel Adventure Park. The attraction will be part of Crystal Lagoons’ new entertainment destination in Glendale, Arizona. Mattel Adventure Park will feature a Hot Wheels roller coaster, Hot Wheels go-karting experiences, and a Thomas & Friends indoor theme park with the first life-sized Thomas the Tank Engine electric-battery powered passenger train.
“At Mattel, we are home to some of the most iconic, multi-generational franchises in the world,” says Julie Freeland, senior director, global location-based entertainment, Mattel. “By partnering with Crystal Lagoons Island Resort, we will be offering new and immersive ways for families to experience classic brands like Hot Wheels, Thomas & Friends, and more.”
Glendale City Manager Kevin Phelps says that the resort and Mattel Adventure Park are the cornerstones of a growing sports and entertainment district in the city.
“Over the coming weeks, we look forward to sharing the iconic hotel, restaurants, and entertainment brands that will join the Mattel Adventure Park in calling Glendale home as part of this world-class resort development,” Phelps says.
Mattel Adventure Park is slated to open late next year.