Nickelodeon Universe
A branded indoor amusement-park concept operating at Mall of America in Minnesota and American Dream in New Jersey.
Last updated August 22, 2026
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Overview
Nickelodeon Universe is the name used for two large indoor amusement parks built around characters and stories from Nickelodeon entertainment franchises. The operating locations are at Mall of America in Bloomington, Minnesota, and American Dream in East Rutherford, New Jersey. The parks are owned and operated by Triple Five Group under licensing arrangements connected with Nickelodeon, whose parent entertainment business is part of Paramount Skydance. The Minnesota location occupies the central indoor amusement-park space at Mall of America. It did not begin as a Nickelodeon attraction. The venue originally operated as Knott's Camp Snoopy and later as Camp Snoopy, with a relatively restrained outdoor and woodland design inspired by the Peanuts characters. After Mall of America management and Cedar Fair, which controlled relevant Peanuts amusement-park branding rights, failed to reach a new agreement, the Peanuts identity was removed in January 2006. The venue temporarily operated as The Park at MOA while a replacement concept was developed. A Nickelodeon licensing arrangement was announced in 2007. The conversion was completed in March 2008 after staged construction that allowed most of the park to remain available during the work. The redevelopment introduced Nickelodeon-themed rides and areas, including SpongeBob SquarePants Rock Bottom Plunge, Splat-O-Sphere, Avatar Airbender, BrainSurge and Rugrats Reptarmobiles. The venue combines roller coasters, family rides, thrill rides, children's attractions, retail, food concessions and entertainment within Mall of America's larger retail and leisure complex. The second park was announced in 2016 as part of American Dream, Triple Five's large mixed-use entertainment and retail complex in East Rutherford. Its eight-acre indoor area includes major roller coasters such as TMNT Shellraiser and The Shredder, alongside other rides and attractions. American Dream's opening plans were disrupted by the COVID-19 pandemic, but its amusement park reopened in October 2020 with capacity restrictions. Nickelodeon Universe is positioned as family-oriented location-based entertainment rather than as a conventional standalone theme-park chain. Its principal value comes from combining recognizable Nickelodeon intellectual property with indoor, climate-controlled rides in major destination malls. Admission and ride access have varied by location and period, including individual ride points, unlimited-ride wristbands and annual-pass programs. The brand has also been associated with themed merchandise, restaurants, snack outlets and complementary entertainment attractions. Several other proposed locations did not become Nickelodeon Universe parks. A New Orleans project announced in 2009 was abandoned after Nickelodeon ended its licensing agreement with Southern Star Amusements. A proposed Chongqing, China, location connected with Mall of China was later reported as receiving a different identity, meaning it was not ultimately developed as a Nickelodeon Universe venue.
History
The Mall of America amusement venue that now carries the Nickelodeon Universe name opened in 1992 as Knott's Camp Snoopy and was subsequently known simply as Camp Snoopy. Its design drew on the Peanuts comic strip but emphasized a general woodland and outdoor atmosphere rather than extensive character theming. The venue included rides, restaurants, retail and attractions integrated into the mall's indoor environment. In 1998, the site added a Kids Quest hourly childcare facility, which remained until 2007. That space was later adapted for an adventure-course attraction. The park also experienced two fatal incidents in August 1998. A 12-year-old boy died after falling from the Log Chute, and an eight-year-old girl died after riding the Screaming Yellow Eagle; contemporary accounts reported that the ride was operating properly and that the girl had a pre-existing heart condition. These incidents are part of the venue's documented safety history and are not described here as findings of brand misconduct. Camp Snoopy's branding became uncertain in the mid-2000s. Cedar Fair held national amusement-park branding rights associated with Peanuts, while Mall of America sought broader marketing flexibility. Negotiations broke down, and the Peanuts identity ended on January 19, 2006. The venue was temporarily called The Park at MOA as previous signage, theming and some attractions were removed or replaced. A new Nickelodeon identity was selected after a licensing process; Viacom filed a Nickelodeon Universe trademark in November 2005, and the new park name was publicly announced in July 2007. Redevelopment began in August 2007 and was carried out in sections so that most of the attraction remained open. Nickelodeon Universe was completed on March 15, 2008. The rebrand replaced or modified former Camp Snoopy attractions and introduced rides tied to SpongeBob SquarePants, Avatar: The Last Airbender, Rugrats and other Nickelodeon properties. The former Mystery Mine Ride site became SpongeBob SquarePants Rock Bottom Plunge. Food and retail operations also changed over time, with venues such as EATS, the Nickelodeon Shop and various snack outlets occupying parts of the park or adjacent mall space. The business model generated debate over admission pricing. In connection with the 2008 transition, the price of annual passes and daily wristbands increased substantially from earlier levels. Operators and supporters cited investment in the rebrand and new attractions, while critics compared the prices with other regional amusement parks. Later adjustments included a reduction in the annual-pass price in 2015 and a three-level annual-pass structure introduced in 2021. Triple Five announced a second Nickelodeon Universe park for American Dream in September 2016. The indoor park was designed around Nickelodeon properties and included TMNT Shellraiser, a steep-drop roller coaster, and The Shredder, a spinning coaster. The opening of American Dream was affected by the COVID-19 pandemic. The complex closed in March 2020, and the amusement park reopened on October 1, 2020 under public-health capacity restrictions. Nickelodeon Universe has also been linked to proposed but unrealized international and domestic developments. A New Orleans park was announced in 2009 for the former Six Flags New Orleans property, but Nickelodeon withdrew from the licensing arrangement later that year. A Chongqing project announced in 2018 was delayed during the pandemic and was subsequently reported as being planned under a different name and identity rather than as Nickelodeon Universe. The two United States venues remain the brand's documented operating parks.
- 2021
Three-tier annual-pass program introduced
[1]The Minnesota park announces Explorer, Adventurer and Thrill Seeker annual-pass levels with different access conditions.
- 2020
Parks reopen after pandemic closures
[1]The Mall of America location reopens in August and the American Dream location reopens in October with capacity controls.
- 2016
Second park announced for American Dream
[1]Triple Five announces an eight-acre indoor Nickelodeon Universe park in New Jersey.
- 2008
Mall of America Nickelodeon Universe completed
[1]The rebranded park opens with new Nickelodeon-themed rides and attractions.
- 2007
Nickelodeon redevelopment begins
[1]The new licensing and branding plan is announced and construction starts in phases.
- 2006
Peanuts branding ends
[1]The former Camp Snoopy venue becomes The Park at MOA after Mall of America and Cedar Fair fail to renew their branding arrangement.
- 1998
Two fatal incidents occur at the Minnesota venue
[1]The Log Chute and Screaming Yellow Eagle are involved in separate fatal incidents during August.
- 1992
Camp Snoopy opens at Mall of America
[1]The indoor amusement venue that later became Nickelodeon Universe begins operation as Knott's Camp Snoopy.
Products and positioning
Family entertainment and indoor location-based amusement built around Nickelodeon franchises.
Indoor amusement park · 2008
Mall of America Nickelodeon Universe
The original Nickelodeon Universe location in Bloomington, Minnesota, occupies the central amusement area of Mall of America. It offers roller coasters, thrill rides, family attractions and children's rides themed to Nickelodeon properties, together with food, merchandise and admission products. Its major attractions include SpongeBob SquarePants Rock Bottom Plunge, Avatar Airbender, BrainSurge, Splat-O-Sphere and Rugrats Reptarmobiles.
Indoor amusement park · 2020
American Dream Nickelodeon Universe
The New Jersey location is an approximately eight-acre indoor amusement park at American Dream in East Rutherford. It combines Nickelodeon character theming with large-scale roller coasters and family attractions. Its signature coasters include TMNT Shellraiser, known for its unusually steep drop, and The Shredder, a free-spinning coaster. The park operates as part of American Dream's broader entertainment complex.
Brand decisions
2021
Introduce tiered annual passesPrice changeBackground
The Minnesota park revised its annual-pass structure after pandemic-era operating changes.
Action taken
Nickelodeon Universe introduced three pass levels with different days and access privileges.
Aftermath
The program created separate weekday, unrestricted-day and all-access options.
2020
Temporarily change Minnesota admission proceduresStrategyBackground
Minnesota capacity restrictions during the COVID-19 reopening period limited the park to 250 guests.
Action taken
The park temporarily suspended its standard free-entry and ride-pass model and used paid two-hour tickets for access.
Aftermath
As restrictions eased, all-day wristbands and point-based admission options returned, followed by a full-capacity reopening in May 2021.
2009
End the New Orleans licensing projectOtherBackground
A Nickelodeon Universe park had been proposed for the former Six Flags New Orleans site.
Action taken
Nickelodeon ended its licensing agreement with Southern Star Amusements.
Aftermath
The proposed outdoor New Orleans location was not developed as a Nickelodeon Universe park.
2007
Adopt Nickelodeon Universe licensingStrategyBackground
The former Camp Snoopy venue needed a replacement entertainment identity after the Peanuts arrangement ended.
Action taken
Mall of America and its operating partners selected Nickelodeon branding and began a phased conversion.
Aftermath
The rebranded Minnesota park opened in March 2008 with new franchise-based attractions.
2006
Replace Camp Snoopy brandingStrategyBackground
Mall of America and Cedar Fair could not agree on continued Peanuts branding and marketing rights for the amusement venue.
Action taken
The Peanuts identity was removed and the site temporarily operated as The Park at MOA while a new licensed identity was prepared.
Aftermath
The venue was subsequently redeveloped and relaunched as Nickelodeon Universe.
Recent events
American Dream announces Nickelodeon Universe admission price increase[3]
Reported:
American Dream announced that Nickelodeon Universe admission prices would rise on November 15. The all-access pass was set to increase from $49.99 to $79.99, and the general-access pass from $39.99 to $59.99.
Sources3 sources
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