By Gary Symons
TLL Editor in Chief
Experiential licensing is back in a big way, as Mattel and Disney invest heavily in theme parks in Arizona and California.
Disney is now dropping a cool billion dollars on its properties in Anaheim, California, while Mattel is preparing for the opening of Mattel Adventure Park in Glendale, Arizona.
The story on Disney wouldn’t be complete without a side-eye look at the political and legal battle with the DeSantis government in Florida. Due to the Governor’s legislative attacks on Disney, which dared to criticize Florida’s ‘Don’t Say Gay’ bill, the House of Mouse has yanked an expected $1 billion investment in its DisneyWorld property. As well, Disney cancelled plans to move 2,000+ jobs to Florida—jobs which will now remain in California.
Part of the planned expansion in Florida included a $1 billion project to build an office campus where the thousands of new employees would be housed. “Given the considerable changes that have occurred since the announcement of this project, including new leadership and changing business conditions, we have decided not to move forward,” said Walt Disney Parks and Resorts chairperson Josh D’Amaro at the time. Disney has also closed its new Star Wars hotel, which has been open at Disney World for less than two years.
The cancellation has had a huge impact on the region around Orlando, where local developers had been building thousands of housing units intended to accommodate the new workers, but also the ancillary businesses that would have been supported by the 60-acre Disney business park.
However, Florida’s loss now appears to be California’s gain.
Following comments from Disney’s CEO Bob Iger that DeSantis is “anti-business” and “anti-Florida”, the company is all in on a plan called Disneyland Forward, an ambitious rolling program of growth at its two Anaheim theme parks. The company projects the program will generate $253m annually and more than 2,200 new jobs.
Unlike the philosophical brush war between DeSantis and Disney, the company is getting plenty of support from California’s Democratic Gavin Newsom, who is also an outspoken critic of his Florida counterpart. Newsom recently attended Disneyland’s Pride Nite, and noted that his state appears to be profiting from Florida’s negative sentiment toward the LGBTQ+ community.
“In California, we don’t just tolerate our diversity, we celebrate it and all the ways it makes us stronger,” Newsom said in a statement. “Our inclusivity and acceptance attract new talent and ideas that drive our economic growth and make California a hotspot for world-leading companies to grow and prosper.”
Disney has not specifically tied the changes to its investment strategy to its legal battle with DeSantis, but the majority of industry analysts believe the company’s strategy is to eliminate all investment in Florida until the political climate changes, and reduces its risk.
Mattel Makes a Big Move With Foray Into Theme Park Business
While Disney consolidates its dominant position in the theme park industry, Mattel is now leveraging its treasure trove of IP to open a new theme park at the VAI Resort in Glendale, Arizona.
Maybe you miss watching “Thomas & Friends” and playing with your train set along the narrowing tracks. Or perhaps you long for competing in a game of Uno among friends.
You can do all of that and more at a theme park that’s set to open in Arizona soon, and the images released to date indicate it will be an impressive facility that offers experiences for fans of Barbie, Hot Wheels, Thomas and Friends, and more.
As mentioned above, the park will be part of the VAI Resort, which is located near the State Farm Stadium just off Loop 101. It will cover nine acres of land, and include more than 160,000 square feet of air conditioned amusement space. There will also be outdoor attractions, like a giant Hot Wheels roller coaster track, go karts, and a Thomas and Friends train ride. Barbie will be represented by a Barbie Beach House experience with a ‘flying theatre’, a Dream Closet Experience, and an eatery called the Barbie Rooftop with themed pink drinks and a variety of snacks.
There will also be a mini-golf course, immersive games with the likes of Pictionary, Uno, and Rock’em Sock’em Robots, while a Masters of the Universe Castle will house a laser tag arena.
According to a park update from Glendale in 2022, the Mattel Adventure Park is slated to include a Barbie Beach House experience with a Barbie “flying theater,” the Dream Closet Experience and the Barbie Rooftop with pink drinks and sweet and savory snacks.
There will also be a nine-hole mini golf experience with immersive games such as Rock ‘Em Sock ‘Em Robots, life-size Pictionary and oversized UNO cards. The Master of the Universe’s Castle Grayskull will have a laser tag arena to fight for Eternia.
A firm opening date has not been released, but it’s believed the park will open in 2024.
Mattel Announces Distribution Partnerships for Thomas & Friends: All Engines Go