Mattel Adventure Park

What Mattel Adventure Park does

Mattel Adventure Park is a themed entertainment destination owned and operated by Epic Resort Destinations, LLC, an entity affiliated with Six Flags Entertainment Corporation. The park functions as a physical, direct-to-consumer theme park built around licensed Mattel intellectual property, including Hot Wheels, Barbie, Thomas & Friends, Masters of the Universe, UNO, and Kerplunk. Two locations are planned: a flagship in Glendale, Arizona (9601 West Cardinals Way) and a second in Bonner Springs, Kansas City, Kansas. The company serves families with children and nostalgic adult fans of Mattel brands, monetizing through ticket admissions, on-site food and beverage (including The Barbie Rooftop, Hot Wheels Legends Bar, Dockside Café, and Adventure Pizza Kitchen), and interactive retail such as the Barbie Dream Closet hologram experience.

The core product portfolio spans signature thrill rides — notably the Hot Wheels Twin Mill Racer (2,503-foot track, 0-60 mph in under three seconds, 116-foot vertical loop) and the Bone Shaker Family Coaster (84-foot climb with double helix) — alongside immersive themed environments (World of Sodor, Barbie Beach House), laser tag, go-karting, mini golf, climbing attractions, and a drop tower. Underlying technology is centered on physical ride systems, motion-based 4D theaters, and proprietary hologram-driven retail rather than software or AI platforms. Distribution is exclusively through physical park locations, with a direct-to-consumer website funnel for news, careers, and pre-purchase indications.

The business model is asset-heavy operating entertainment: one-time ticket admissions plus per-transaction F&B and merchandise spend. Pricing is undisclosed in the source material. The company is private, with no disclosed funding rounds, revenue figures, or named leadership team, and operates with a listed headcount of roughly 15 employees, indicating a pre-revenue or early operational stage. The strategic position rests on a multi-decade licensing moat from Mattel's brand portfolio, Six Flags' operational infrastructure, and first-mover positioning in the branded Mattel theme park category.

Name

Mattel Adventure Park

Legal name

Epic Resort Destinations, LLC

Website

https://matteladventurepark.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Mattel Adventure Park is a multi-location themed entertainment destination owned by Epic Resort Destinations (affiliated with Six Flags) that brings together licensed Mattel brands — Hot Wheels, Barbie, Thomas & Friends, Masters of the Universe, and UNO — into roller coasters, immersive attractions, dining, and retail for families and IP fans.

Ownership category

akta.pro rank

Product category

Theme Park Entertainment

NAICS

Amusement and Theme Parks (71311), Amusement Parks and Arcades (7131)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Amusement Parks (Regional/Local Ride Parks & Funfairs) (THAJAEAD)

Keywords

• Theme park attractions
• Family entertainment
• Branded amusement rides
• Immersive themed experiences
• Licensed character attractions

Headquarters

HQ city

Glendale

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Revenue model

1. Theme Park Admissions: Revenue generated from guest admissions and ticket sales to the theme park attractions
2. Food and Beverage: On-site dining experiences including The Barbie Rooftop bar and restaurant, and other food service locations
3. Retail/Merchandise: Interactive retail experiences including the Barbie Dream Closet Experience for customized merchandise

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Mattel Adventure Park operates physical theme park destinations that deliver rides, attractions, dining, and retail experiences themed around Mattel intellectual properties including Hot Wheels, Barbie, Thomas & Friends, Masters of the Universe, UNO, and Kerplunk. The company sells admissions, food and beverage, and branded merchandise through its Glendale, Arizona park and an upcoming Kansas City, Kansas location, operating under Epic Resort Destinations, LLC.

Product overview

Mattel Adventure Park is a physical theme park entertainment destination that brings together iconic Mattel franchises into a unified portfolio of rides and attractions. The park features three primary branded zones: Hot Wheels (with signature coasters including Twin Mill Racer and Bone Shaker, plus karting, 4D rides, and dining), Barbie (centered on the Beach House with Dream Closet hologram experience, flying theater, and rooftop restaurant), and Thomas & Friends (featuring multiple rides, play areas, and dining in World of Sodor). Additional zones include Masters of the Universe (laser tag), Mattel Games (UNO climbing, mini golf, drop tower), and general park dining. The attractions portfolio ranges from high-thrill coasters (84-116 feet tall, 60+ mph speeds) to interactive experiences (hologram technology, VR) to family-friendly rides and dining. Two locations are planned: Glendale, AZ (open) and Kansas City, KS (coming soon).

Differentiator

Problem solved

Functional benefit

Brands

• Hot Wheels: Themed roller coasters and attractions including Hot Wheels Twin Mill Racer, Hot Wheels Bone Shaker: The Ultimate Ride, Hot Wheels Unleashed 4D Ride, Hot Wheels Legends Bar, Hot Wheels Party Pit Stop, Hot Wheels Go-Karting Raceway, Hot Wheels Go-Karting Skyway, and Hot Wheels Speed Challenge.
• Barbie
• Thomas & Friends
• Masters of the Universe
• Mattel Games

Products and services

• Barbie Beach House An interactive themed destination for Barbie fans combining the Dream Closet Experience with hologram technology, a flying theater attraction, and The Barbie Rooftop dining venue, designed for families and nostalgic Barbie enthusiasts.
• Hot Wheels Twin Mill Racer A 65-second high-thrill coaster covering a 2,503-foot track, accelerating from 0 to 60 mph in under three seconds, featuring two vertical loops, corkscrew and hairpin turns, targeted at thrill-seeking park guests.
• Hot Wheels Bone Shaker: The Ultimate Ride A family-friendly roller coaster themed to the Hot Wheels Bone Shaker vehicle design, climbing 84 feet and featuring a double helix dive, designed to be accessible to kids and adults of all ages.
• Thomas & Friends: World of Sodor An immersive Thomas & Friends themed zone featuring multiple rides, interactive play areas, and family dining, designed for young children and families familiar with the Thomas & Friends franchise.
• He-Man vs. Skeletor Laser Tag A laser tag attraction themed to the Masters of the Universe characters He-Man and Skeletor, targeted at fans of the franchise and guests seeking interactive competitive experiences.
• Mattel Games attractions (UNO Wild Climb, Mini Golf, Kerplunk Drop Tower) A collection of attractions themed to Mattel Games including a UNO-themed climbing experience, a Mattel Games branded mini golf course, and a Kerplunk-themed drop tower, targeted at families and game-brand fans.
• Hot Wheels Go-Karting and supporting attractions A suite of Hot Wheels branded supporting attractions including go-kart racing, a 4D immersive ride, a bar venue, a party-themed experience, and a speed challenge, offering diversified Hot Wheels experiences beyond the signature coasters.
• Theme Park Admissions Day-park access tickets granting guests entry to Mattel Adventure Park's rides, attractions, and themed zones, sold online and at the gate.
• On-site Food and Beverage Themed food and beverage offerings at Mattel Adventure Park including The Barbie Rooftop bar and restaurant, Dockside Café, and Adventure Pizza Kitchen, available to park guests.
• Branded Retail and Merchandise On-site retail selling Mattel-branded merchandise and customizable products, including the interactive Dream Closet Experience that lets guests build customized Barbie sets using hologram technology.

Segments2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered flagship, core and minor.

• Epic Resort Destinations, LLCflagshipStrategic or Co-development PartnerEpic Resort Destinations, LLC is the owner and operator of Mattel Adventure Park. The company owns and operates the www.matteladventurepark.com website and the Mattel Adventure Park Application. Epic Resort Destinations is affiliated with Six Flags based on trademark references in the Terms of Use.
• Mattel, Inc.coreOEM/ Whitelabel/ Licensing PartnerMattel licenses its iconic brands including Hot Wheels, Barbie, Thomas & Friends, Masters of the Universe, UNO, and other properties to Epic Resort Destinations for use in the Mattel Adventure Park theme parks. The company is the intellectual property licensor for all branded attractions.
• Six Flags Entertainment CorporationminorStrategic or Co-development PartnerSix Flags is referenced in the Terms of Use as the parent/affiliate company for Epic Resort Destinations. The Epic Marks (trademarks and logos) are owned by Six Flags and/or its affiliates. This indicates Epic Resort Destinations is a subsidiary or affiliate of Six Flags.

Scale indicators1 record

Recent moves5 records

Expansion highlights10 records

Direct peers

• Hersheypark: Family theme park built on a single consumer brand (Hershey's) with rides, themed zones, and on-site branded F&B/retail. Directly comparable as a brand-IP-anchored, family-oriented theme park that monetizes the parent brand across attractions and merchandise.
• LEGOLAND Parks (Merlin Entertainments): Operates multiple theme parks globally built entirely around a single toy/brand IP (LEGO). Closest direct comparable to Mattel Adventure Park in concept: a multi-site, IP-anchored, family-entertainment destination model.
• Nickelodeon Universe (American Dream / Mall of America): Indoor theme park built on a single children's entertainment IP (Nickelodeon). Comparable in that it converts a media brand portfolio into a paid attraction destination, much as Mattel Adventure Park does with the Mattel IP library.
• Sesame Place (SeaWorld Entertainment): Theme parks dedicated to a single children's brand (Sesame Street) with rides, shows, and character experiences. Directly comparable in being a licensed-IP-driven, family-oriented theme park operating under a parent entertainment operator.

Broad incumbents

• Universal Destinations & Experiences: Major operator of global theme parks built on licensed and owned entertainment IP (Harry Potter, Jurassic Park, etc.). Sets the competitive bar for IP-anchored theme park experiences that Mattel Adventure Park's Hot Wheels and Barbie zones are positioned against.
• SeaWorld Entertainment: Operates a portfolio of regional theme parks and family entertainment destinations across the US. Comparable as a multi-park regional operator with parent ownership of branded IP experiences.
• Six Flags Entertainment Corporation: Largest regional theme park operator in North America and the disclosed corporate affiliate of the operator of Mattel Adventure Park (Epic Resort Destinations). Comparable as the operating partner and as a broad incumbent in the regional theme park segment.
• Walt Disney Parks and Resorts: Global leader in branded theme park destinations, monetizing Disney-owned IP through parks, resorts, and merchandise. Relevant broad incumbent benchmark for IP-driven theme park economics, brand power, and capex scale.

Emerging players

• DreamWorks Water Park (American Dream): Indoor family entertainment venue built around DreamWorks Animation IP, with rides, attractions, and character experiences. Comparable as a newer, IP-themed entertainment venue targeting the same family demographic.
• Evermore Park (Orlando, FL): Newer immersive theme park concept combining rides, themed lands, dining, and seasonal events. Comparable as an emerging themed destination built around an evolving IP-style narrative rather than an established legacy park.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/mattel-adventure-park

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Mattel Adventure Park