MARKET REPORT: NORTH AMERICA
architecture, atmospheric lighting and detailed sound design to create a richly layered environment. At its core is Monsters Unchained: The Frankenstein Experiment, a technologically advanced dark ride that has been widely praised for its scale and ambition. Featuring large-format animatronics, complex ride choreography and a tightly structured narrative, the attraction demonstrates how legacy intellectual property can be reinterpreted for modern audiences. What sets Dark Universe apart is not only its signature attraction, but the way the entire land functions as an experience. Character encounters, themed dining venues and immersive retail spaces reinforce the overarching narrative, encouraging guests to spend extended time within the environment. This approach reflects a broader shift toward experiences that prioritise emotional engagement and world-building alongside ride throughput. In contrast, How to Train Your Dragon – Isle of Berk offers a markedly different tone. Rooted in the humour, warmth and adventure of the animated film franchise, the land was designed with families firmly in mind. Attractions such as Hiccup’s Wing Gliders provide accessible thrills, while live entertainment, interactive play areas and character meet-and-greets ensure appeal
across multiple age groups. The visual openness of Berk, combined with its lighter emotional tone, provides a deliberate counterpoint to the darker atmosphere of Dark Universe. Epic Universe’s other lands, including SUPER NINTENDO WORLD and The Wizarding World of Harry Potter – Ministry of Magic, further reinforce the park’s creative ambition. Each presents its intellectual property through a distinct design language while maintaining consistent quality and attention to detail. Collectively, Epic Universe has established a new benchmark for immersive design in North America, influencing both guest expectations and the strategic thinking of competing operators. As the park moves into its second full
year of operation in 2026, its long-term impact will become increasingly clear. Attendance patterns, dwell times and guest spending behaviour are being closely monitored across the industry, with many operators already adjusting future plans in response to Epic Universe’s early success.
New parks highlight expansion and diversification While Epic Universe dominated industry conversation, it was not the only new park to open in North America during 2025.
The debut of Mattel Adventure Park in Arizona introduced a different type of destination to the market, centred on globally recognised toy brands and designed to operate year-round in a challenging climate. The park’s indoor-outdoor format allows
it to offer a wide range of attractions while maintaining guest comfort during periods of extreme heat. Themed areas inspired by Hot Wheels, Barbie, Thomas & Friends and Masters of the Universe provide a varied mix of thrill rides, family attractions and interactive experiences. This multi-brand approach enables the park to appeal to a broad demographic, from young children to adults motivated by nostalgia. Although the project experienced delays prior to opening, its arrival has reinforced confidence in IP-driven entertainment concepts outside traditional theme park hubs. Crucially, Mattel Adventure Park is not intended as a one-off venture. With additional locations under construction and further projects announced as part of a long-term expansion strategy, Mattel’s entry into the attractions industry represents a significant evolution in how major consumer brands engage with location-based entertainment. Merlin Entertainments also expanded its
North American footprint in 2025 with the opening of Peppa Pig Theme Park Dallas- Fort Worth. Building on the success of its Florida counterpart, the Texas park brought the colourful world of Peppa Pig to life for preschool-aged children and their families.
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PARK WORLD Handbook & Buyers’ Guide 2026
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