Barbie’s world in Wyandotte County? Mattel plans to build theme park near Kansas Speedway

Toy company Mattel, Inc. on Wednesday announced plans to open a $487 million amusement park in western Wyandotte County — marking the latest example of major development interest near the Kansas Speedway.

Dubbed the Mattel Adventure Park Kansas City, the theme park would feature roller coasters, mini-golf, a theater, an indoor play arena, and a rooftop restaurant and bar. Rides and activities are to carry the company’s top-known brands like Hot Wheels and Barbie.

The proposed park would be the second in the country as a similar amusement attraction is set to open in the Phoenix area in 2024. Mattel hopes to break ground in Wyandotte County before the end of year and open in 2026.

Developers are seeking local and state incentives, including through an extra 2% sales tax on the site and Kansas STAR bonds. The tax break package is estimated to total $182.7 million in revenue over 20 years, according to an application by developer Epic Resort Destinations.

“We are thrilled to expand these themed entertainment destinations and invite new fans to experience the world of Mattel in all-new ways as they create lasting memories with loved ones,” Josh Silverman, Mattel’s chief franchise officer, said in a statement announcing the plans.

During an interview with The Star on Wednesday, Mark Cornell, president of Epic Resort, said the site in Bonner Springs was chosen after careful consideration and tours of the amenities in Kansas City, Kansas, including the Speedway and Legends.

“We just thought it was a good fit, and we see Bonner Springs as the heart of America,” Cornell said of the selection in Wyandotte County as the second site, as other parks are being planned around the country.

The first theme park in Arizona includes a roughly five-acre indoor and climate-controlled space that Cornell wants to mimic in Bonner Springs, offering a destination open year-round.

And storied Mattel brands — boosted in recent years through the box-office hit “Barbie” movie and an underway Hollywood production for “Hot Wheels” — will offer a unique experience Cornell expects will attract throngs of visitors.

He sees tourists driving as long as six hours or flying in to visit the Barbie beach house or ride a Hot Wheels roller coaster.

“These brands are going to remain relevant. I also think the attractions and the rides are world class,” Cornell said.

“I just think that the power of the brands will affect tourism, will certainly affect business and will create the tax dollars needed to support these sort of economic stimulus packages,” he added.

In February, Epic Resort approached the Bonner Springs City Council seeking a public hearing to consider the creation of a STAR bond district for an area at the southwest corner of North 118th Street and State Avenue.

STAR bonds are a powerful and at times controversial state incentive tool meant for major tourism attractions. Under the program, bonds are sold to provide the upfront money a developer can put into a project, and the bonds are paid off over a period of 20 years through the sales taxes generated by the project.

Developers in metropolitan areas to qualify must bring projects valued at at least $75 million.

The Mattel amusement park would sit on an 180-acre stretch of land that was a few years ago slated for a $500 million mixed-use campus with residences, arts and entertainment called Bonner Crossing. Developers then planned to include among the amenities an 1,800-seat performing arts center and 500-seat theater.

An application to the city from Epic Resort says the developers are under contract to buy the land for the amusement park.

Envisioned at the center is a 10-acre lake surrounded by the amusement park, three hotels, a convention center, retail, a year-round Christmas-themed museum and ice rink and a luxury RV resort.

Developers say the project will bring more than 1,500 jobs to Wyandotte County, not including the temporary ones that will come during its construction.

In its first year, developers estimate the amusement park would generate $92 million in sales and double that number by 2027.

Along with Bonner Springs, approval of the incentives depends on the Kansas Department of Commerce. Patrick Lowry, a spokesman for the state department, said in an email Wednesday the project had recently won preliminary approval as being eligible for STAR bonds.

The Bonner Springs City Council on April 8 is hosting a public meeting to consider creating a STAR bond district for the amusement park site.

Over recent years, western Wyandotte County has been transformed by major investments in entertainment and retail.

Another major project near the Speedway is the redevelopment of the shuttered Schlitterbahn water park by Homefield LLC. An $838 million investment plan near interstates 435 and 70 is to include indoor and outdoor sports facilities along with hotels and apartments.