The merch at Universal Kids Resort is made to be worn out of the store, not carried out in a bag. The park, now open in Frisco, Texas, keeps character-themed shops in every land. The lineup pulls from Shrek, SpongeBob SquarePants and Illumination’s Minions.
It’s built from a kid’s point of view, starting with essentials and cosplay pieces before expanding into toys kids can handle inside the stores themselves. Edward Hardy, manager of visual merchandise for Universal Destinations & Experiences, says that’s the point. “I think it’s all about creating an immersive experience for every single guest,” Hardy says. “How can we dress up as our favorite character, and how do we play for the whole day?”
What cosplay pieces can kids wear around the park?
DreamWorks’ Puss in Boots Del Mar has a Puss in Boots hat with his eyes, mouth and feathered hat, plus a T-shirt based on his outfit and cape. Over in Isle of Curiosity, the headwear is themed to characters from “Gabby’s Dollhouse,” including Gabby and Cakey Cat.
Then there’s the hoodie situation at DreamWorks’ Shrek’s Swamp.
“I think one of my favorite items for adults and kids alike is at the Triplet Treasures retail location,” says Anthony Armenia, Director of Global Merchandize and Retail at NBCUniversal. “We have matching Shrek hoodies with ogre ears on them, and they are absolutely adorable. We offer them in kid sizes and adult sizes.” Adult sizes. Parents, your swamp era starts now.
Which items can kids actually play with?
Jurassic World Adventure Camp has little hatching keychains that light up and glow, with a plush dinosaur inside. Kids clip the keychain to a bag, get the glow, get the reveal moment, and end up with a plush they can play with.
Armenia says a merchandise photo shoot settled any doubt about that one. “The kids were actually playing with them and would not let go of the plush,” he says. “The keychain was clipped on the bag, they were clenching the plush, and I think it just goes to show that the product development team knew their mission and accomplished it.”
Who is this merch really for?
Kids first, but the adults are covered too. SpongeBob SquarePants, Trolls, Jurassic World and Puss in Boots all arrive with fan bases that run deep, and some parents met these characters long before their kids did. Hardy says that overlap is a big part of the energy at Universal Kids Resort.
“There’s a lot of generations that are attracted to Puss in Boots and Shrek and SpongeBob,” Hardy says. “Watching that energy as an adult and then knowing what a child’s energy is going to look like on the ground, I think it just spans generations.”
Source: Universal Orlando Resort
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