Walt Disney (DIS) and Comcast's (CMCSA) Universal Studios have created the blueprint for top-tier destination resorts. It's not just about having good rides -- Six Flags (SIX) and SeaWorld's (SEAS) family of parks arguably have some solid attractions, especially when it comes to roller coasters -- but offering a magical world full of big-name intellectual property (IP).
The roller coaster community might get excited about a theme park adding a new thrill ride, but when Epcot added the Guardians of the Galaxy: Cosmic Rewind coaster that became a draw for fans of that massive franchise. It's not just that major IP helps a ride get hype, the tie-ins, at least the way Disney and Universal Studios do it, add depth to the appeal of the attraction.
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Disney and Comcast have leaned into that even more in recent years as "The Wizarding World of Harry Potter" lands have set a new standard for immersive attractions. These aren't just rides with some loose character theming, these are rides as part of a world where you truly feel transported someplace else.
The challenge for rivals is that Disney and Comcast control so many top-tier characters and franchises that it's hard for rivals to compete. People will flock to Disney's two "Star Wars: Galaxy's Edge" lands (at Hollywood Studios and Disneyland) but they're not likely to be as excited about "Space Fantasy World" at a park lacking access to big-name IP.
Now, the two theme park giants will soon face competition from Mattel (MAT), a worthy rival that owns numerous massive franchises that will lend themselves well to the new theme park the toymaker is building in Arizona.
Image source: Mattel
Mattel Has the Big Names to Take on Disney, Universal
Mattel has partnered with Epic Resort Destinations for a massive new theme park that will be located just south of State Farm Stadium in Glendale, AZ. Mattel Adventure park, which will open in late 2023 will offer attractions themed to Mattel's Hot Wheels, Thomas the Tank Engine, Barbie, and Masters of the Universe (He-Man).
It will be an all-ages park with thrill rides, family rides, as well as themed restaurants and shopping. Mattel isn't limiting itself to just rides or loosely themed areas, it's following the Disney/Universal model of leveraging the unique characteristics that make its brand popular.
Hot Wheels, for example, will be represented in numerous ways. That includes "a double-looping launch Hot Wheels roller coaster. This coaster, designed by Chance Rides, will be akin to Lightning Run at Kentucky Kingdom. However, this model will feature inversions making this the most thrilling of the offerings at the park," Theme Park Tourist reported.
There will also be two other major Hot Wheels attractions including a milder family roller coaster and a multi-level go-Kart racing track. Essentially, Mattel will be giving visitors to its theme park multiple ways to get behind the wheel of its iconic car line.
In addition, the company plans an indoor Thomas & Friends "theme park," although it has not shared any details as to what that area will contain.
Barbie and He-Man Take Center Stage
One of the flagship attractions at Mattel Adventure Park will be the Barbie Beach House which will feature "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 shared in a press release.
There will also be a mini-golf course involving both Rock ‘Em Sock ‘Em Robots and Pictionary game board with additional games planned to be represented as well. Mattel's Uno card game will also have its own attraction, "a larger-than-life climbing structure where guests can jump on oversized Uno cards and race to the top."
He-Man's house will also have a place at the park as 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.
The park, which does not have an official opening date yet will also a shopping, dining, and entertainment area similar to Disney Springs (Disney World), Downtown Disney (Disneyland), and Universal's CityWalk (Universal Orlando and Universal Hollywood).
That area will offer "restaurants, shopping, a large swimmable lagoon complete with white sand beaches, a hot air balloon, a wedding venue, an interactive theater, a hotel, and a concert space," according to Theme Park Tourist.
