Mattel Will Open Wonder Indoor Waterpark in Bellevue
The 100,000-square-foot facility is expected to welcome guests in Bellevue, Nebraska, by the end of 2027.
Updated on Oct. 9, 2026 in Theme Parks
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Mattel announced plans to open the Wonder Indoor Waterpark in Bellevue, Nebraska, by the end of 2027. The facility will span 100,000 square feet and feature a retractable roof.
Why it matters
Mattel is pursuing new revenue streams and attempting to reduce its dependence on the Barbie brand following recent dips in sales. The expansion into destination attractions reflects a strategic shift for the toymaker.
The planned water park will cover approximately 100,000 square feet and utilize a retractable roof system. Mattel is currently developing similar water park locations in Florida, Illinois, and North Carolina.
The players
Mattel
This global toy company is based in El Segundo, California, and produces iconic brands like Barbie and Masters of the Universe.
Roger Lynch
He was recently appointed as the new chief executive of Mattel.
The details
The company is diversifying its footprint after Barbie gross billings dropped 16 percent and infant, toddler, and preschool billings fell 11 percent in the second quarter. While overall net sales rose 10 percent, the firm faced a net loss of $18 million for the period.
Timeline
The Wonder Indoor Waterpark is scheduled to open at the end of 2027.
A Kansas theme park faces a new operating deadline of May 2031.
Travel Outlook
This development follows the company's pivot to reduce brand dependency after the 2023 Barbie film success. The strategy marks a shift toward physical entertainment experiences to supplement traditional product sales.
Local families and visitors to Bellevue can anticipate a year-round indoor swimming destination by the end of 2027. The facility is expected to serve as a significant tourist attraction for the Omaha region once completed.
The takeaway
The move into water parks highlights how major toy manufacturers are repurposing their intellectual property for physical, location-based destinations. Consumers can expect a broader range of immersive branded experiences beyond traditional retail aisles in the coming years.
Further reading
For more on the industry's evolution, visit our Theme Parks section.
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Do you trust legacy toy brands to successfully operate large-scale physical entertainment venues?
