Universal Parks creates group for new products and experiences

Universal Parks creates group for new products and experiences

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Universal has merged its brand development team and its parks and resorts merchandise group to create the newly formed products and experiences division.

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

Universal Parks and Resorts in the US are Universal Studios Hollywood and Universal Orlando Resort. The company’s Products and Experiences group works by expanding Universal’s characters and stories, such as Jurassic Park and Minions, by bringing them to life through toys, collectibles, books, clothing, lifestyle categories, video games, and digital initiatives such as NFTs. Working together, Woodbury says, allows the teams to work “on a much larger scale.”

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“Bringing these two talented teams together into one group creates a powerful division focused on engaging consumer products and experiences, both inside and outside our theme parks,” said Woodbury. “Our goal is to create products and experiences for fans that are as innovative and immersive as our countries and attractions. This team can now deliver and execute that on a much larger scale.”

Klaseus added: “We have built a robust, successful and expansive CP business over the past few years, and by now combining the creativity and innovation capabilities of the theme park’s direct consumer and retail skills, we are taking our collective business to new heights for consumers, our team and the business in general. 2022 was a phenomenal year for our CP company, with properties like Jurassic World, Minions and Gabby’s Dollhouse taking it to new heights. That strength plus the phenomenal theme park performance and guest experiences make this team even more I can’t wait to see what we will achieve together with the combined team focusing on new areas of growth and collaboration in physical and digital product categories and in retail.”

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