New products

Universal Parks creates a new group of products and experiences

Universal merged its brand development team with its parks and resorts merchandise group to create the new products and experiences division.

Current Universal Brand Development President Vince Klaseus will lead the new division. He will report directly to Mark Woodbury, president and CEO of Universal Parks and Resorts.

Universal Parks and Resorts in the United States are Universal Studios Hollywood and Universal Orlando Resort. The company’s Products and Experiences group operates by extending Universal-owned characters and stories – like Jurassic Park and Minions – bringing them to life across toys, collectibles, books, apparel, style categories life, video games and digital initiatives like NFTs. By operating together, Woodbury says, teams can work “on a much larger scale.”

“Joining these two talented teams as one creates a powerful division focused on compelling consumer products and experiences inside and outside of our theme parks,” said Woodbury. “Our goal is to create products and experiences for fans that are as innovative and compelling as our lands and attractions. This team can now deliver and execute that on a much larger scale.

Klaseus adds, “We have built a robust, successful and expansive CP business over the past few years, and now, by combining the creative and innovative capabilities of the theme park’s direct consumer and retail competencies, we are going to take our collective to new heights for consumers, our team and the company as a whole. 2022 has been a phenomenal year for our CP business with properties like Jurassic World, Minions and Gabby’s Dollhouse reaching new heights. This strength, coupled with phenomenal theme park performance and guest experiences, makes this team even more powerful. I look forward to seeing what we will accomplish with the combined team focused on new areas of growth and collaboration in physical and digital product categories and in retail. »

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