Bringing Iconic Toys to Life: Crafting Immersive Guest Experiences at Mattel Adventure Park

Mattel Adventure Park is set to bring some of the world’s most beloved toys to life in Arizona’s first fully themed indoor and outdoor amusement park. Through a powerful collaboration between Mark Cornell, President & Founder, and Rosemary Evans, Marketing Director, the park promises immersive experiences where every detail is carefully crafted to create unforgettable moments for guests of all ages.

A Dynamic Duo Transforming Guest Experiences

Cornell and Evans first crossed paths 20 years ago, and today, their combined expertise has brought them together at Mattel Adventure Park. Evans brings a wealth of marketing expertise, building connections between iconic brands and their audiences, while Cornell’s visionary leadership is responsible for creating world-class entertainment destinations. Their long-standing relationship and shared passion for delivering exceptional guest experiences led them to collaborate on this project.

One of the key achievements that made Mattel Adventure Park possible was acquiring intellectual property rights from Mattel, giving them access to globally iconic brands like Hot Wheels™ and Barbie™. This wasn’t just a licensing deal for individual attractions. As Cornell stated, “Mattel took a calculated risk and they said, ‘Let's do this’– they didn't just give us Hot Wheels™ and Thomas & Friends™. They gave us all of their top toy brands.” This bold move allowed the team to develop a fully immersive park that reflects the true essence of these toys, staying authentic to their legacy.

Commitment to Authenticity

Every aspect of the park, from the attractions to the minor details, is designed meticulously to stay true to the original toys. The team went beyond recreating the toys; they studied how guests of all ages interact with the Mattel brands, ensuring the attractions spark nostalgia for older generations while exciting new ones. 

The Hot Wheels Twin Mill Racer™ is a standout example, where every curve and sensation reflects the signature car. “Everyone always talks about how they feel like they’re on their living room floor with the toy set when they see our coasters, and it’s with intention,” Evans shared. This level of authenticity is critical to delivering a multi-generational experience that connects guests to their cherished memories.

As Cornell expressed, “We're gonna hear, ‘Have you gone to see Barbie Beach House™?’ or ‘Have you done the Hot Wheels™ roller coaster at Mattel?’” The research and passion behind these attractions allow every moment to honor the brand’s legacy while introducing a new layer of fun.

Brand Storytelling at Every Touchpoint

Storytelling is at the heart of marketing and guest experience at Mattel Adventure Park. The team has built a marketing strategy that allows the brand narrative to be consistent across all touchpoints, from the first time a potential guest interacts with promotional material to the moment they enter the park and experience the attractions firsthand.

“We take everything into account, from how we train our guests to walk through that experience to how we train our staff. And we want to ensure that that storyline is felt throughout,” Evans explained. This immersive approach allows guests of all ages, whether hand-designing a custom Barbie™ doll at the Barbie Beach House™ or enjoying a cocktail or mocktail on the rooftop, to engage with the attractions and create personal, memorable experiences.

Giving guests the autonomy to enjoy these immersive experiences and create their own stories is something the team is proud of. As Evans stated, “I think that speaks to the volume of how we're thinking through the experiences of each individual fan,” Evans shared, adding, “I know guests will be knocking down our doors to come inside.”

Engaging with the Local Community

As Mattel Adventure Park prepares to open, one key focus is ensuring the park integrates smoothly into the local community. The team has worked actively to build relationships with local organizations and the broader community to create a welcoming, family-friendly destination.

Evans explained that through initiatives such as high school outreach programs, philanthropic activities, and community engagement efforts, "We have access to all these different touchpoints and pillars, so as we are building the foundation of our community, we're going to be able to open with all of those people in mind."

This park represents more than just a destination—it’s a bold step forward for Mattel, transforming from a toy manufacturer into a leader in immersive entertainment. Cornell and Evans’ shared commitment to bringing these iconic brands to life marks a new era of storytelling, innovation, and play for generations to come.