Merchandise at Universal Kids Resort is being designed as something children can wear and play with during a park day, rather than simply take home afterward. The approach is detailed in a new Discover Universal feature published September 14.
The child-focused park is now open in Frisco, Texas. Its retail lineup includes character clothing, headwear and toys connected to the stories in each land.
Character pieces built for a day of play
Edward Hardy, Universal Destinations & Experiences’ manager of visual merchandise, said the team began with clothing and costume pieces before moving into toys children could use inside the stores.
“How can we dress up as our favorite character, and how do we play for the whole day?” Hardy said.
In Puss in Boots Del Mar, a hat combines the character’s eyes and mouth with his feathered hat. Gabby’s Dollhouse headwear includes designs based on Gabby and Cakey Cat.
Triplet Treasures in Shrek’s Swamp carries matching Shrek hoodies with ogre ears in children’s and adult sizes. Anthony Armenia, NBCUniversal’s director of global merchandise and retail, singled out the matching hoodies as one of his favorite items for both age groups.
A keychain that opens into a toy
Jurassic World Adventure Camp has hatching dinosaur keychains that light up and glow. A small plush dinosaur sits inside, turning the keychain into both a bag accessory and a toy.
Armenia said children used the keychains during a merchandise photo shoot, clipping the shell to a bag while carrying the plush dinosaurs.
Prices were not announced, and the examples do not represent a complete product catalog.