Toy-making giant Mattel Inc. is developing plans that could bring the first retractable-roof water park to Orlando, along with Barbie, Thomas the Tank and Hot Wheels theming.

Creative and operational work is underway, led by Orlando-based Martin Aquatic.

“It is an opportunity to play with one of the cornerstone brands in Americana,” said Josh Martin, president and creative director. “For the Mattel Wonder projects, we are the creative lead for all the design and layout of storytelling, as well as the aquatic engineer of record, where we do mechanical, electrical, structural.”

Mattel announced this week its intention to create five water parks — dubbed Mattel Wonder Indoor Waterparks — with Orlando targeted as the first location. Where exactly they will go has not be revealed.

“We’re not fully ready to announce what those locations are,” Martin said. That information may be shared as early as next month, he said.

Some vendors have been selected, he said, including Canada-based OpenAire, which makes an aluminum-glass building with a retractable roof.

“The beauty of their building is it’s not like the traditional Great Wolf Lodge or some of the old legacy indoor water parks. It has natural light. It’s got a roof that lets natural weather come in,” Martin said.

“In Florida, it’s going to be weatherized and protect us,” he said. “We’re not going to run the risk of afternoon thunderstorms clearing out our water park.”

The plans are on target to open sometime in 2028, perhaps earlier, Martin said. The projects also will include “experiential retail” and family entertainment center components at each location, he said.

Its water slide vendor has not been announced, Martin said.

“I can say that we will have an exclusive ride that will be a water slide that you can only experience at Mattel,” he said.

The design focus is on bringing the world of Mattel products to life, Martin said.

“We’re looking at those classic, iconic elements … What is familiar but unique about a Barbie area? So we look at the architecture. We’re not so focused on having Barbie characters. That’s not going to be the intent,” he said.

“Mattel has an incredible history of board games and Mattel toys and games, and so being able to look at things like Uno, and think outside the box – what if I were to design a water slide that was around Uno? What elements would I include that feels like you’re playing the game?” Martin said.

“And the same with Thomas and Friends, looking at these evergreen brands that means so much to those that are young and young at heart still.”

Each park will have 12 or more unique brands featured, Martin said.

Franchises within Mattel, which is based in El Segundo, California, also include Fisher-Price, American Girl, Thomas & Friends, Masters of the Universe, Matchbox, Monster High, Polly Pocket and Barney.

“Mattel Wonder Indoor Waterparks will encompass many iconic Mattel brands that span generations of play, offering innovative water-based attractions and amenities in a dynamic new format for Mattel,” Julie Freeland, Mattel’s vice president of global location-based entertainment, said in a news release.

“With the smaller, developing newcomers to the industry – like Mattel and the Peppa Pigs – what I think we’re seeing is test cases, if you will,” said Dennis Speigel, CEO of International Theme Park Services.

“And certainly Orlando, with over 70 million tourists, is a good market to test your hamburger,” he said.

But Central Florida could be considered rich with water parks already, with Walt Disney World, Universal Orlando, SeaWorld Orlando and Legoland Florida all operating aquatic attractions, plus numerous resorts with elaborate swimming pools. Great Wolf Lodge opened its first Florida location in Naples last year.

“Water parks are still a good venture with a high return and a lower investment level,” Speigel said. “If you’re in the right market and you can make that work to your advantage with your guests.”

Being a tourist hotspot is a plus, but the focus will be on the growing local population, Martin said.

“We will be a destination that is catering to day guests. That is our goal. We are competing for a new person every day,” said Martin, an Orlando native.

“I’ve had many a day’s ruined by really bad sunburns or ruined by thunderstorms,” he said. “A weather-proof, weather-protected environment is something that this market doesn’t have.”

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