Bradley, IL – Bradley’s long-planned water park project officially entered a new phase Monday night after the Village Board voted to approve a 10-year sublease agreement with Project Play Holdings, LLC, granting full rights to develop a Mattel Wonder–branded indoor waterpark targeting a 2027 opening. Officials say the move shifts the entire scope and scale of the project, positioning Bradley as a major Midwest Illinois tourism destination.
The agreement authorizes the use of Mattel’s top global brands—including Hot Wheels, Barbie, Fisher-Price, and others—and brings Mattel’s corporate architects directly into the design phase. According to Mayor Mike Watson, this is not a superficial sponsorship but a full creative integration. “Mattel and Project Play will play a big role in the theming of the entire water park,” Watson said in a recent interview. “As soon as the agreement is signed, their designers will begin shaping the full vision.”
Village officials acknowledge that specialized theming will increase upfront construction costs. However, Watson said internal financial models show a compelling return on investment, pushing projected annual revenue from roughly $28 million to nearly $40 million, an increase of 25 to 30 percent.
Watson emphasized that securing Mattel early was also a strategic move to keep Bradley competitive. “We didn’t want Mattel entering another Midwest market and pulling all the oxygen away from us,” he said. Mattel’s leadership expressed early interest because Bradley’s selected building structure matched the format the company prefers for its branded attractions.
With the partnership locked in, Watson says Bradley is now positioned to compete with top-tier destinations. “There’s the Kalahari—and soon there will be the Mattel Wonder,” Watson said. The board also approved the final purchase needed for the 40-acre site along I-57 near Exit 315, located behind the Holiday Inn Express and Hampton Inn. The land—currently farmland—will undergo extensive redevelopment as the village prepares for construction. Watson reiterated that the project has moved away from the former mall site due to restrictive covenants.
Private developers have already expanded their hotel plans in response to the Mattel partnership, increasing the expected footprint from 150 rooms to 300 rooms to accommodate demand.
Bradley is targeting a late spring or early summer 2026 groundbreaking, with the official opening set for 2027. Watson added that Mattel representatives recently toured the site and discussed the possibility of future phases, including a larger Mattel campus in Bradley.
Operational management will be handled by American Resort Management.
