The epic universe lives inhabited by monsters, wizards, dragons, and little men called Mario and Luigi. And Universal Orlando has fascinated visitors to buy their memories, many of which have created a lineup of products limited to new theme parks.
Consumer preferences and trends make souvenirs a more elaborate task than closing out a t-shirt or keychain factory.
“We’ve really relied on novelty, playfulness,” said Kathy Fisher, Senior Vice President of Universal Products and Experience, Parks Global Merchandise. “It’s really about that cosplay.”
The spectacular visitors are decorated as video game characters and are decorated as lands celebrating the classic monsters of Universal, as the park’s super Nintendo world theme, or as a goth vampire type for photography within the Dark Universe.
“We want people to come and enjoy themselves in the park. Is it a better way to get in and feel that when they come to the park than anyone has their favorite characters and monsters in,” Fisher said.
This trend may have been jumpstarted in 2010 by the “students” of Robe Hogwarts in the original magical world of Harry Potter at Universal Studios. And Disney World visitors embraced “Disney Bound” in clothes that came up with the film character costumes and color schemes.
“What we found through demographics and consumer insights is that consumers are changing and there are different expectations,” Fisher said. “Whether you’re in headgear, wearing glasses or fully cosplay, it’s the moment and the moment,” she said.
For those without closets filled with outfits, Universal is replenishing the epic with potential purchases, including a large bright red red toad hat, a bride of Frankenstein’s wigs, and various Viking gear that reflects how to train Epic dragons.
“You can buy headgear, swords, shields, apparel,” Fisher said. “Most of our world has the opportunity to transform and make it exist within its inner character.”
Burke’s options range from the headpiece to represent the teethless, the green-eyed dragon from the film series.
“You can be teethless so you can be a Viking,” said Don Davis, director of product development. “It actually makes sounds and brightens the eyes… People want to roam the park and really show off their teethless love.”
Epic Universe offers T-shirts such as logos, mugs, backpacks and phone covers, but there are no traditional dishes either, including Frankenstein Manor Christmas ornaments, dragon-themed Onesie, and hand fans bound by the curse of a werewolf roller coaster.
Social media – the “see me” aspect – is still a factor in commercialization.
Fisher said the guest “Look at all these fun things. They’re like getting me out of my comfort zone and taking me out of what I normally buy.”
Exclusiveness also plays a role in the grand product. Fisher estimated that 80-90% of the products were developed specifically for the park. And the store is designed to match the entertainment aspects.
“It’s all about storytelling and the immersion of the environment in which it is, not just the product,” Fisher said.
“We worked closely with the Universal Creative Team and they created this world,” Davis said.
The spectacular visitors are now seeing the first round of park merchandise on the shelves, Fisher said. She said.
“The important thing is to understand what your guests are involved in and what they are looking for. Maybe it’s great what’s not being played and what’s great,” Fisher said. “And how do we expand that further?”
Please email dbevil@orlandosentinel.com. Bluesky: @themeparksdb. Thread account: @dbevil. X Account: @themeparks. Subscribe to the Theme Park Rangers Newsletter at orlandosentinel.com/newsletters
More about the epic universe
Original issue: June 6, 2025 8:31am EDT
