The New Retail Destination with Limited-Edition, Character-Inspired Merchandise Now Open at Universal CityWalk Hollywood
Universal Products & Experiences has unveiled UNIVRS, a new retail experience for fans at Universal Studios Hollywood.
The initiative was announced just days after Universal revealed the creation of UPE as a newly formed division of Universal Parks & Resorts.
The new, first-of-its-kind retail destination is now open at Universal CityWalk Hollywood.
The brick-and-mortar store brings favorite brands from across NBCUniversal to life in a unique shopping destination that the company says leans into the “get it before it’s gone” drop culture shopping mentality.
The store has opened in time for Halloween Horror Nights and the related seasonal holiday celebrations at Universal Studios Hollywood.
Universal Studios does have its own retail outlet and has for years, but UPE says this outlet differs in its focus, and how it markets products to the fan base.
The store experience is designed to tap into entertainment and fashion tastemakers through their style-driven offerings.
The merchandise at UNIVRS will marry already popular brand designs with current, in-the-moment fashion silhouettes and trending styles, driven by favorite characters and iconic on-screen moments – such as Illumination’s Minions, Universal Pictures and Amblin Entertainment’s Jurassic Park and E.T. the Extra-Terrestrial, and classic characters like Felix the Cat, Universal Monsters and more.
Another thing that makes UNIVRS different is that it will offer exclusive merchandise that will be released in limited quantities; from tees and hoodies, to track suits and hats, to tote bags and skate decks. UNIVRS products will range in price from $30-$100 and in size from XS-2XL, across the men’s, women’s and unisex categories.
The marketing program for UNIVRS follows the recent trend of fashion outlets doing limited time “drops” of new lines, and when the products are sold, they are no longer available. The strategy has been successful, providing buyers with unique items that few other people have.
In this case, UNIVRS plans to drop new styles in limited qualities every month, and only available at the physical UNIVRS outlet, which is located in the Universal Studio Store adjacent to the theme park’s main entrance.
“Universal UNIVRS celebrates casual and super fans who are looking for elevated, character-inspired merchandise that’s influenced by popular fashion trends seen around the world,” explained Vince Klaseus, president of Universal Products & Experiences. “With new, limited-edition collections released every few months – and only available at Universal CityWalk – shoppers will continue to be surprised by new styles and the store’s fresh take on apparel, accessories and collectibles.”
Universal also says the new store will have a tight focus on culture and and the creative people who design the products, and will thus highlight international and local artists through exclusive merchandise.
For example, artists from the UK and Korea – Marylou Faure and SAMBYPEN, respectively – worked with Universal on designs inspired by Illumination’s Minions: The Rise of Gru that have been applied to various streetwear styles, such as bucket and corduroy hats, crop tank tops, matching sweatshirt and pant sets, track suits, tees and more.
Additionally, Los Angeles-based artist, Jason Keam created a selfie wall mural in the UNIVRS store to celebrate the 40th anniversary of E.T. the Extra-Terrestrial; this mural art will also inspire designs for exclusive apparel and totes.
“This is a one in a million opportunity for me to celebrate the epic classic, E.T., through my creative lens,” said Keam. “Growing up in Southern California, much like the kids in the film, I craved inspiration, friendships and adventure all the while staying connected to my family and community. My hope is that my artwork and involvement in this project conveys a playful spirit, sense of wonder and connection to our homes, no matter the galaxy.”
UNIVRS released a lit of current merchandise releases in conjunction with the store unveiling. That list of highlighted product lines includes:
- Numbskull’s Rubber Road (UK) collectible ducks, featuring rubber ducks as characters from popular NBCUniversal film and TV brands, such as Good Luck Trolls, Illumination’s Minions, JAWS, Back to the Future and more
- Kid Robot collectible 11” figures showcasing Illumination’s Minions
- Bucket and trucker hats, along with tees, hoodies, tracksuits, socks and more feature artwork by international designers Marylou Faure (UK) and SAMBYPEN (Korea) inspired by colorful interpretations of the 1960s/70s vibe as seen in Illumination’s Minions: The Rise of Gru
- The classic black and white Felix the Cat appears in a variety of colors and patterns in a varsity style aesthetic across beanies, skirts, shirts, jackets, sweaters, tees and more
- Good Luck Trolls combine with positive affirmations and tie dye for a collection of sweatshirts, sweatpants, tees and totes
- Short and long-sleeve unisex tees featuring various artwork of iconic NBCUniversal characters, such as JAWS, Big Lebowski, Hot Stuff, Richie Rich, Fast & Furious, The Breakfast Club, Universal Monsters and more
- Unisex apparel and totes showcase iconic black and white film imagery and iconography from Universal Pictures and Amblin Entertainment classics such as: E.T., Jurassic Park, Back to the Future and more
- Skate decks featuring colorful artwork inspired by brands like Back to the Future, Jurassic Park, E.T. and Minions