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The Tom Anstey Column


While attractions such as Peppa Pig Theme Park and LEGOLAND have successfully targeted young families for years, there has never been a project of this scale and ambition developed from the ground up by one of the industry's largest theme park operators - it’s a major theme park in the guise of a regional operation.


One audience For Universal, this is new.


Horror Unleashed is built exclusively for horror fans. Universal Kids Resort is built exclusively for young families. Rather than trying to appeal to every demographic within a single destination, Universal is creating entirely separate products for specific audiences.


Operating on a footprint of around 32 acres, compared with Universal Orlando Resort's almost 1,300 acres, the development requires a significantly smaller investment while retaining the production values guests expect from the Universal brand. That also makes the concept considerably easier to replicate should it prove successful. For families, the appeal is obvious. A more compact park means less walking, fewer overwhelming crowds and an experience designed entirely around younger children. Located less than 50 miles from Peppa Pig Theme Park Dallas-Fort Worth, Universal is entering an established family market—but with considerably greater resources and brand recognition.


Naturally, revenues will be lower than those generated by Universal's flagship resorts, just as they are with Horror Unleashed. However, with a much lower development cost and strong pricing potential, the project represents a relatively low-risk opportunity with significant long-term upside.


Still king of the IP


Universal's greatest advantage, however, remains its portfolio of intellectual property.


The company has been selective in choosing brands that already resonate with young families, such as Shrek and Minions, with a curated line-up feeling purpose-built for the park’s target audience. Across seven immersive lands and 30 attractions, the resort delivers the same storytelling philosophy that has made Universal's larger destinations so successful. Highlights include Jurassic World: Cretaceous Coaster, a junior family coaster introducing children to the franchise in an accessible way.


The park is set over seven immersive lands, with 30 attractions. Among the highlights, Jurassic World: Cretaceous Coaster is a junior family coaster, while Bello Bay Cruise is a Minions-themed water ride and Shrek’s Swamp offers Shrek & Fiona's Happily Ogre After - an outdoor track ride.


This investment is good in the short term, but SUMMER PART TWO 2026


incredible in the long term - Universal is creating brand loyalty at an earlier age than ever before. Think of Universal Kids Resort as the company's starter park. Families introduced to the Universal brand here are more likely to progress to its larger destinations as children grow older. Powerful IP creates the desire to visit, while memorable attractions build lasting emotional connections. That's a strategy that could pay dividends for decades.


Taking notice


So, with popular kids' attractions like Peppa Pig Theme Park, Legoland and more, why should operators be taking notice of what Universal is doing?


Obviously, it’s one of the world's leading theme park operators. When a company of this scale changes direction, the rest of the industry watches. Regional parks that might have previously found


a niche in children’s parks will need to up their game to keep pace as they face a powerful new competitor. If Universal Kids Resort proves successful, smaller markets that were previously overlooked could suddenly become viable opportunities for future expansion.


That doesn't necessarily spell trouble for regional


parks, however. Somewhere like Parc Astérix has shown that operators can thrive alongside larger competitors by offering a distinctive experience. However, they will need to continue investing, innovating and differentiating themselves to remain competitive.


Universal's reported US$550m investment may seem substantial for a park of this size, but for the company it represents a relatively modest commitment - comparable to the cost of a single themed land at one of its larger resorts. That level of investment, combined with world-class IP, raises expectations across the sector, with some needing to


sit up and take notice.


And it isn't just regional operators that will be watching closely. Disney, Merlin Entertainments and other major players will also be analysing the performance of both Universal Kids Resort and Horror Unleashed. If these targeted concepts prove commercially successful, they could influence how the industry's biggest companies approach future regional expansion.


Universal Kids Resort isn't simply a smaller Universal park built for smaller visitors. It's an industry litmus test.


For decades, theme park success has often largely been measured by building bigger, taller and faster attractions - just look at the headlines that come out of any IAAPA Expo. Instead, it’s time to look at your audience, choose your niche, understand them and design an experience catering to their specific wants and needs.


Universal Kids Resort is here. The rest of the industry should be paying close attention.


TOM ANSTEY


Tom is a world-traveled journalist with over a decade of experience covering the global attractions and leisure industries. The former Editor of two major industry publications, he is now a freelance writer who also lends his industry expertise to Amazon’s AI initiatives. Tom is dedicated to uncovering the stories and meeting the people behind the world’s most ambitious attractions. If you’re lucky, you might find him riding his favourite coaster - Mako at SeaWorld Orlando, or visiting his favourite park - Le Pal in France.


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