A rendering of the Hot Wheels Roller Coaster at Mattel Adventure Park | Source: Mattel

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.

Renderings of the Mattel Adventure Park | Source: Mattel

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.

A rendering of the Go-Kart Experience at Mattel Adventure Park | Source: Mattel

“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.”

Related: Bringing Play to the People: Toymakers and Brands Take the Show on the Road, While Others Build Experiences

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.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.

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