Families are one of the three groups still spending on attractions, and the new Universal Kids Resort, a 20-acre kids park opening July 1st in Frisco, Texas, is a direct play for that demographic. Universal is testing the Kids Resort concept with a new demographic, much like they’re testing Universal Horror Unleashed in Las Vegas.
And it seems that both properties suffer from similar issues. Universal positioned the product as premium, pricing it at twice the local competition’s price, betting that the IP and brand would justify the premium. The early reviews from Texas show a theme park with little theming and little shade, struggling to meet guest expectations for a Universal Property.
Horror Unleashed reduced prices, reduced operating hours, and has launched a full seasonal activation plan to bring guests back. Let’s watch how Universal Kids Resort pivots.
The operators who get premium right don’t lean solely on IP to do the work; they build a strong core product, evoke emotion, and let everything else extend it.
And merchandise is a great way to extend the experience, although guests increasingly want it to do so through integrated storytelling. I saw the clearest version of this at IAAPA Expo Asia, in a session on how Hong Kong Disneyland and Ocean Park approach merchandise. Both treat the framework the same way: emotions lead to experiences, experiences become memories, and merchandise extends that journey beyond the rides and shows. The point is that shopping should feel like the continuation of the attraction, not a separate transaction tacked onto the exit.
Ocean Park’s pandas were my favorite example. Panda merchandise is their top performer, so the team built a whole strategy around it. When Ying Ying, one of the park’s pandas, was photographed in a particular parenting pose that resonated with guests, they turned that exact pose into a plush. The enrichment toys that the cubs actually played with became toys that guests could buy. They personify the supporting “panda friends” characters, give them traits and small stories so guests can tell them apart and form attachments. Then they sustain it with seasonal and event-based drops, crossover lines that connect the pandas to the park’s other animals, licensing deals with brands like Cup Noodles and Uniqlo, and strategic collaborations like trading cards.
The thread connecting all of it is that the merchandise captures an emotional moment that already had resonance. The team isn’t guessing what might sell. They’re watching for the moments guests already responded to, in the park or on social media, and extending that emotion into something a guest can take home. The emotion is the product. You can’t charge premium prices when the core product is lacking and hope the brand IP covers the gap. The guest pays for how the place makes them feel. Get the feeling right and the merchandise, the upsell, the repeat visit, and yes, the premium price all follow from it. Skip the feeling, and no amount of IP backfills it.
What’s the moment in your attraction that guests already talk about, photograph, and remember?
That’s the one to capture and build into your experience. You’re not just selling the scare. You’re selling the moment they’ll remember, and everything else extends it.
This post was adapted from our weekly newsletter. You can subscribe to our weekly newsletter for free for roundups like this every Monday.
Also this week: Stranger Things returns to Halloween Horror Nights for the show’s final season; H.R. Bloodengutz gets a new original house at HHN Orlando; Dollywood announced its first separately ticketed after-hours Halloween event; and The Rocky Horror Picture Show is coming to Sphere in 2027.
