City of Bellevue to Finalize Agreement Allowing Mattel-Branded Attractions at Waterpark

BELLEVUE, Neb. — The City of Bellevue is preparing to enter a sublicensing agreement that will bring world-famous Mattel brands to the Bellevue Bay Indoor Waterpark, a major entertainment project now under development in the city’s Good Life District. Mayor Rusty Hike is scheduled to sign the agreement during the Bellevue City Council meeting on Tuesday, December 2, 2025.

The agreement involves Project Play Holdings, LLC — which holds the exclusive global management rights to develop waterparks using Mattel’s intellectual properties — and American Resort Management (ARM), the City’s designated operator for the Bellevue Bay Waterpark. Under the sublicensing terms, Bellevue will receive exclusive rights within a 200-mile radius to use Mattel brands at the waterpark. This includes popular names such as Hot Wheels, Barbie, Thomas the Train, Fisher-Price, UNO, and He-Man and the Masters of the Universe.

The arrangement allows ARM to work directly with Project Play and the City to incorporate Mattel-themed attractions, décor, programming, and merchandise into the facility as construction continues.

Mattel, founded in 1945, has grown into one of the world’s leading toy and family-entertainment companies. Its products are sold in more than 150 countries, and its brand portfolio includes many of the most recognizable children’s franchises in the world. Company staples such as Barbie and Hot Wheels remain top global sellers, while enduring franchises like Fisher-Price and Thomas the Train continue to anchor the company’s reputation for family-centered entertainment.

The Bellevue Bay Indoor Waterpark is a $60 million development and is expected to become one of the largest indoor waterpark destinations in the country when it opens. Rendering plans previously shared by the City highlight a family-focused facility featuring multiple slides, a lazy river, splash and play zones, and a retractable roof to support year-round use. The waterpark is a key feature of the broader Good Life District, which aims to bring new entertainment, hospitality, and tourism opportunities to Bellevue and Nebraska.

City officials say the agreement will give Bellevue’s waterpark a unique advantage by pairing a major regional attraction with internationally recognized brands. The agreement formalizes the partnership and opens the door for themed attractions and experiences that will help define Bellevue Bay ahead of its anticipated 2027 opening.

More to come on this developing story…..