Toy Tourism Trend 2026: Inside the New Era of Play Parks

Global theme-park operators are doubling down on toy and game franchises in 2026, delivering new lands and attractions that turn blockbuster play brands into fully fledged travel destinations for families.

Image by IndexBox

Epic Universe and the Power of Play-Based IP

At Universal Orlando Resort, the newly opened Epic Universe park is emerging as a bellwether for the toy tourism trend. The multibillion-dollar park, which welcomed its first public visitors in May 2025, features Super Nintendo World as one of five immersive themed worlds, placing game characters like Mario and Yoshi at the center of a major resort expansion. Publicly available information shows that Epic Universe is the first traditional theme park to open in Florida since 1999, underscoring the scale of investment behind play-driven intellectual property.

Within Super Nintendo World, attractions such as Mario Kart: Bowser’s Challenge and Yoshi’s Adventure aim to replicate the interactivity of video games through augmented reality racing and omnimover ride systems. Coverage from theme-park analysts indicates that demand for the new land has driven the use of virtual queuing systems and limited-time experiences, including food and merchandise tied to upcoming Nintendo film releases, reinforcing the cross-media pull of the brand.

Reports from travel and leisure outlets suggest that Epic Universe is already influencing trip planning patterns, with families prioritizing multi-day visits to include both legacy parks and the new game-inspired experiences. Industry observers note that this focus on controllable, story-rich worlds based on familiar characters aligns with broader tourism trends in which visitors seek highly themed, self-contained environments designed for social media sharing.

Mattel, Hasbro and the Race to Turn Toy Aisles into Destinations

Traditional toy companies are also moving aggressively into location-based entertainment. In Glendale, Arizona, Mattel Adventure Park is slated to open as part of the VAI Resort complex, after construction delays pushed the debut to 2025. According to company statements and regional news coverage, the park will feature a Barbie Beach House area and multiple Hot Wheels roller coasters, making it one of the first large scale parks dedicated primarily to toy brands such as Barbie and Hot Wheels.

Plans for a second Mattel Adventure Park in the Kansas City area have shifted over time, with local reporting indicating that an opening previously targeted for the middle of the decade may now be further out. Even with schedule changes, analysts describe the dual park strategy as a signal that Mattel views theme-park style venues as a long-term pillar of its franchise business, extending toy lines into ticketed experiences and resort stays.

Hasbro is following a similar path with preschool icon Peppa Pig. Merlin Entertainments, which operates Legoland resorts and Peppa Pig parks under license, has already opened standalone Peppa Pig parks in Florida and Germany and is preparing a new Peppa Pig Theme Park for the Dallas Fort Worth area in Texas. Corporate announcements state that the Texas site will bring the animated world into a dedicated park environment, complementing smaller Peppa Pig play areas rolling out inside several Legoland resorts.

Available attendance data for existing Peppa Pig parks is limited, but Merlin has highlighted the strong draw of the character among families with young children. Analysts point out that relatively compact Peppa Pig parks require lower capital expenditure than full scale destination resorts, allowing the brand to expand into multiple regional markets while still benefiting from merchandise and licensing revenue.

Minecraft, Pokémon and the Gamification of Theme Parks

The push into game-driven tourism is not limited to Nintendo. In the United Kingdom, Chessington World of Adventures near London has announced Minecraft World, which opened to visitors in March 2026 as what park materials describe as the first dedicated Minecraft themed park area. The land introduces rides and interactive experiences based on the sandbox game, translating its blocky aesthetic into physical sets, coaster elements and family attractions.

In Japan, Yomiuriland outside Tokyo has deepened its alignment with gaming franchises through PokéPark Kanto, a Pokémon branded theme-park zone that opened inside the existing park on February 5, 2026. Public information about the area indicates that it offers rides, meet and greet experiences and themed environments inspired by the Kanto region of the Pokémon universe, expanding on earlier temporary Pokémon attractions and events.

Industry watchers argue that these developments show how game publishers are diversifying beyond consoles and mobile platforms into destination entertainment. By embedding familiar digital worlds into theme parks, operators create new revenue streams while giving fans reasons to travel internationally to experience favorite games in real life. Early media coverage of the Minecraft and Pokémon areas notes strong interest from both families and young adults, suggesting a wide demographic range for these properties.

Family-Focused Resorts and New Lands for Young Travelers

Alongside individual toy and game lands, entire resorts are being designed around child friendly franchises. In Frisco, Texas, Universal Destinations & Experiences is developing Universal Kids Resort, a compact theme-park complex geared specifically to families with younger children and their caregivers. According to recent coverage in national media, the resort is projected to open in 2026 and will feature multiple lands tied to brands such as Shrek, Jurassic World, SpongeBob SquarePants, Minions, Trolls, Puss in Boots and Gabby’s Dollhouse.

Observers view Universal Kids Resort as part of a shift toward smaller, regional parks that still deliver the immersive storytelling traditionally associated with large destination properties. By emphasizing widely recognized film and toy characters, the project aims to attract families looking for shorter, more manageable trips while still benefiting from the marketing power of global franchises.

Other operators are layering toy and character content into existing parks. Legoland resorts in Europe, North America and Asia are rolling out new lands and attractions that connect Lego sets to original storylines, while also incorporating external brands where licensing agreements allow. Publicly available planning documents and press materials highlight projects such as LEGO Galaxy at Legoland California, a new space themed land anchored by the Galacticoaster, and Peppa Pig Duplo play areas designed for toddlers at selected Legoland parks.

Travel industry analysts note that these investments respond to a demographic reality. Families with children continue to be a core market for theme parks, and data from tourism boards shows that multi day park vacations remain a priority for many households, even amid broader concerns about travel costs. Toy-centered lands and resorts allow operators to target specific age groups with highly tailored experiences, from gentle rides and playgrounds for preschoolers to coaster-focused offerings tied to brands such as Hot Wheels.

Market Outlook and Toy Tourism Statistics for 2026

The 2026 pipeline of openings and expansions points to continued growth in toy and game themed attractions. A recent roundup of projects by travel and leisure publications lists Universal Kids Resort, Minecraft World at Chessington, and new character lands at major U.S. parks among the year’s significant developments. Combined with the ongoing ramp up of Epic Universe and Mattel Adventure Park, these additions are expected to draw millions of incremental visits across North America, Europe and Asia.

While exact attendance figures for individual lands are not always disclosed, industry research firms estimate that global theme-park visitation, which surpassed pre pandemic levels in several major markets by 2024, is on track for further gains in 2026. Within that growth, analysts identify branded intellectual property as a primary driver, with toy and game franchises among the most valuable categories because of their multigenerational recognition and strong merchandising potential.

Financial reports from major toy companies underline this shift. Mattel and Hasbro have both called out location based entertainment and theme-park licensing as strategic growth areas, citing increasing demand for in person experiences tied to their brands. Market commentary suggests that such partnerships can help smooth the cyclical nature of toy sales by adding relatively stable revenue from tickets, food and beverage, and on site retail.

For destinations competing for family travel budgets, the convergence of toys, video games and themed environments is redefining what a park visit looks like in 2026. From Arizona’s upcoming Mattel Adventure Park to Japan’s PokéPark Kanto and the rapidly expanding universe of Nintendo, Peppa Pig and Minecraft attractions, toy tourism is evolving from a niche curiosity into a central storyline in global leisure travel.